Professional Evaluation of Market Entry Strategies for Nigerian Small Businesses Entering African Export Markets

Nigeria's SME sector has significant export potential under the African Continental Free Trade Area framework, yet professional evaluation of market entry strategy choices and their outcomes for Nigerian SMEs entering African markets is absent from the literature. This study evaluated the market entry strategies and export performance of 50 Nigerian SMEs that had entered at least one African export market between 2020 and 2023, covering agricultural products, consumer goods, and professional services sectors. Market entry modes assessed included direct exporting, indirect exporting, licensing, franchising, and joint ventures. Export performance was measured by export revenue growth, market penetration depth, and export market sustainability over 3 years. Data were collected through structured interviews with business owners and export managers. Results showed that direct exporting was the most common mode (used by 64% of firms), while licensing and franchising were underutilised (combined: 8%). SMEs that had utilised Nigerian Export Promotion Council pre-export training showed significantly better export revenue growth (mean: 41% vs. 18% for untrained firms). West African regional markets (Ghana, Cote d'Ivoire) showed the highest export success rates for Nigerian consumer goods. Regulatory harmonisation challenges under AfCFTA were cited as the primary market entry barrier by 74% of respondents. Joint ventures with local African partners significantly reduced market entry failure rates (OR = 0.28, p < 0.01). The study recommends AfCFTA market readiness programmes tailored to SME export capabilities through NEPC. Keywords: market entry strategies, African export markets, AfCFTA, SMEs, Nigerian Export Promotion Council