Context
A historical 2016 study supported market-entry discussions by making country-selection criteria and trade-offs explicit. Its scope was ease of doing business from the project perspective.
My role
Conducted the analysis and contributed to Africa go-to-market strategy at Blue Star, work recognised by leadership.
Approach
The study screened 54 countries to 38 on data availability and then to 13 using population, GDP per capita, growth, and mean summer temperature. Seven criteria combined six World Bank 2016 business dimensions with a Coface macroeconomic-risk parameter.
Results
AHP pairwise comparisons, eigenvectors, and priority vectors produced a Balanced Final Score, cross-checked with the Factor Rating Method. Morocco ranked first in the historical analysis, with Kenya and South Africa close; Mali ranked fourth and Nigeria eleventh.
Limitations
This is a historical 2016 analysis, not a current country ranking or investment recommendation. It did not establish total addressable market, product demand, competitive intensity, or present-day attractiveness. A structured ranking is useful only when its scope is understood.