Assessment of the market potential of African countries

The aim of the article. purpose article is to development a methodology for assessing attractiveness market African countries domestic enterprises. results analyses. reasons that prevent sales have been identified: opposition world power centers; non-transparency funding and total corruption at all levels government; low level technology development; cultural, religious social contradictions in many countries; complex epidemiological situation; lack necessary transport infrastructure; population urbanization; literacy. A proposed based on use five criteria: potential capacity, dynamics sales, complexity marketing efforts enterprise, project payback terms, product complementarity enterprise's current business. Conclusions perspectives further research. For successful work market, it perform following actions: make more significant studying foreign carefully adhere principles marketing; set high requirements quality, knowledge, technical goods, service, advertising, packaging, design; strictly take into account markets, their conditions, potential, opportunities diversification it; close direct relations with consumers, intermediaries, brokers, participate auctions, fairs exhibitions, leasing other methods would contribute expansion economic relations; peculiarities global market: presence competitors, prices, terms sale volume distribution promotion goods services