U.S. exporters are advised to look into marketing here, a market which normally serves the entire Eastern and Central African region. Standard international marketing and distribution methods are widely used in Kenya. The country has sizeable and experienced wholesalers and resalers who have represented international manufacturers and service providers. Local advertising agencies and affiliates of international advertising agencies, affiliates of international market research companies, and a vibrant, competent, and expanding media provide commercial services for manufacturers and international exporters. The Kenyan market presents no unique marketing problems for U.S. suppliers.
Price usually is the major consideration when deciding to purchase goods.
Establishing a local representative is the most realistic market penetration strategy for U.S. exporters to Kenya and the region. Kenyan businesspeople prefer to buy from international sources with an established after sales service. For one to be competitive in this market, an effective servicing, after sale system backed by provision for spare parts is recommended. U.S. exporters should take cognizance of the fact that Kenyan dealers and retailers generally do a smaller volume of business than their American counterparts, U.S. exporters should, therefore, be prepared to sell in smaller lots. Common methods of selling are through the retail outlets, agents or distributors, established wholesalers or dealers, or selling to the end-users who include government agencies and other private local organizations.