Latest Articles

Traditional methods of marketing for exports have had to adapt or die in the face of global pandemics and unforeseen geopolitical tensions. In the face of these disruptions, international marketing personnel have had to look at innovative ways of entering international markets, reaching foreign customers, and effectively engaging in international trade. While we would love to say that 2023 looks more predictable than the chaos of the last few years, the new year will undoubtedly come with challenges that require tremendous versatility, particularly for African exporters.

Business books and MBA lectures are filled with examples of disastrous international marketing efforts that could have been avoided by simply considering the cultural sensitivities of a particular foreign market. The wrong colour, phrase, or circumstance could create a situation where your international marketing campaign develops a negative perception of your product and brand.

Expanding your business internationally could be the key to achieving enormous growth, profit and sustainability. For example, exporting from South Africa could allow you to mitigate the risks of strained demand locally. Furthermore, while the depreciation of the South African rand has negatively impacted the international purchasing power of South Africans, it could positively impact the price competitiveness of South African exporters in foreign markets through a favourable foreign exchange rate for foreign buyers.