The Challenge
A European manufacturer of high-quality LED luminaires for the tertiary sector (offices, retail) wanted to expand in West Africa, starting with Senegal. The company lacked knowledge of the local market, distribution channels, applicable standards, and key contacts to get started.
The Domo-Smart Solution
Domo-Smart was commissioned for a 6-month market development mission:
Market Study and Competitive Analysis: We conducted a comprehensive analysis of the professional lighting market in Dakar, identified the main competitors, price ranges, and expectations of specifiers (architects, engineering firms).
Positioning Strategy: We recommended a strategy focused on product quality, durability, and energy efficiency, targeting the high-end segment of tertiary projects.
Distribution Partner Research: We identified, contacted, and qualified a list of 10 potential electrical equipment distributors. After a series of interviews, we shortlisted the 3 most relevant partners and organized meetings with the manufacturer's management.
Initial Prospecting: In parallel, we presented the brand and its products to a panel of 15 influential architects and engineering firms to generate the first specifications and gather their technical feedback.
The Results
- Signing of an exclusive distribution agreement with one of the main electrical equipment distributors in Senegal.
- First significant stock order placed by the distributor.
- Integration of the manufacturer's products in the specifications of 3 tertiary projects in Dakar within 6 months following the mission.
- The manufacturer established a solid and credible foothold in Senegal, with controlled risk and initial investment.