One region, many markets
The term MENA region covers countries from Morocco to the Arabian Peninsula. Economic strength, industry focus, administration and purchasing behaviour differ considerably between these countries. A blanket strategy for the entire region therefore rarely achieves its goal; the first step is to select the countries that suit your offering.
Market analysis and country selection
Together with you, we examine demand, competition, price levels and sales structures in the countries under consideration. We also consider how your product or service needs to be adapted, for example in terms of language, documentation, service or payment processing.
The result is a reasoned recommendation as to the country in which, and the route by which, market entry appears economically sensible, and what resources need to be budgeted for it.
Partner search
In many markets of the region, a local partner plays a central role – as a sales partner, distributor or cooperation partner. We support you in the search, in the business assessment of potential partners and in the preparation of discussions. Careful selection is decisive, as an unsuitable partner can often be replaced only with considerable effort.
The assessment covers the partner's market position, customer relationships, staffing and whether the partner already represents competitors. Equally important is a clear shared understanding of objectives, division of tasks, reporting lines and the support your company will provide. The contractual arrangements are subsequently drawn up with licensed professionals.
Cultural particularities in business
Business relationships in the region are often based heavily on personal trust. Initial meetings frequently serve to get to know one another, decisions take time, and personal visits carry considerable weight. Those who negotiate by e-mail alone usually make slower progress.
Other points to bear in mind are different weekly rhythms, public holidays and the fasting month of Ramadan, during which working hours and decision-making processes may shift. English is widely used in business, but documents in the local language are often appreciated. We prepare you and your staff for these differences.
Scope of our services
Our consulting is business-related. We do not provide information on the law of individual countries, for example on company forms, permits, contracts or taxes. For such matters, we involve licensed professionals (lawyers, tax advisers) with experience in the respective country.
Frequently asked questions
Which countries belong to the MENA region?
The term is not uniformly defined. It is usually taken to include the countries of North Africa, the countries of the Arabian Peninsula and other states of the Middle East.
Do you advise on company formations or licences in the region?
No. Legal and tax questions are clarified by licensed professionals in the respective country. We prepare the business decision and, on request, coordinate the cooperation.
Do we necessarily need a local partner?
From a business perspective, a local partner is helpful in many cases. Whether one is legally required depends on the country and the business model and is clarified with licensed professionals.