Why market entry intelligence works at city level
Country averages compress useful variation out of African markets. Entry outcomes are decided where shoppers buy and trade channels operate: in specific cities.
TACT Insights
National dashboards make African markets look tidy, and they also blur the places where money actually moves. Consumers buy in Lagos, Nairobi, Accra, and Abidjan. Trade channels run on city logistics and catchment realities, and competitors compete for shelf inside specific formats.
When TACT scopes Compass for one city, the brief names that city. When two or three cities are in scope, field teams compare them in parallel so the output stays executable for operators.
For brands and investors, that shifts the questions toward which city comes first, whether the local trade network can carry the SKU, and whether competitive density leaves room at the required price point.
Country context still matters for regulation, FX, and macro risk, and city-level commercial evidence remains the layer that guides entry sequencing and go-to-market design.
