Assessing the francophone West Africa market

Abstract

Very little is known about the business environment in the countries of l'Afrique Occidentale Française (or francophone), the French‐speaking countries of West Africa, here referred to as francophone West Africa (FWA). Yet chief executive officers and corporate managers are under increasing pressures to assess the business environment before entering any such overseas markets. Therefore, the aim of paper is to scan the macro‐environmental forces operating in the FWA market. An audit of these external factors produces an “ETOP” framework, describing the current external threats and opportunities for would‐be entrants, and identifying practical implications for international marketing planners. The FWA countries are classic case of an emerging market, about which more deserves to be known, especially by non‐francophone decision makers in multinational corporations.