Country Analysis of Kenya for Detergents Market:

1. On the basis of research and analysis that I have conducted, Kenya turns out to be one of
the most suitable markets for the launch of detergents.
2. According to the research, local detergents manufacturers are struggling to keep up with
the consumer needs for detergents, therefore it opens up the door to international market
for fulfilling the need of detergents.
3. The detergent market is expected to grow with the rate of 12 to 15% in coming years.
4. Kenya offers low cost detergent’s manufacturing input elements such as Caustic Soda
and Surfactants thus lowering down the cost of manufacturing of detergents and
increased profit margin.
5. According to the demographical part of the fact book of Kenya. Kenya holds a dense
population of 46,790,758 people which shows profitable and large market segment to
target for business growth and opportunity.
6. Upon the analysis it came to know that the annual growth of Gross Domestic Product
(GDP) of Kenya is above 5% with the GDP of 152.7 Billion which shows progressive
and bright future for long term flourishing environment for business opportunities.
7. On the basis of the fact book, a normal Kenyan household has an income distribution of
42.5 and Kenya stands 51 in comparison to the world in the field of comparison of
household income distribution which shows enough capital for every household for
expenditure.
8. The exchange rate of Kenya in comparison to United States Dollar is 102 and is still on
the rise which shows that investment in US Dollars sounds more fruitful in the longer
run.
9. When we look at the labor issues, Kenya holds a labor force of 18.66 Million which is a
huge number showing that labor is cheap and will help achieving low cost benefit.
10. Kenya is a Presidential country, with the legal laws based on English Common law,
Islamic Law and customary law. In the light of these laws being prevailed and upheld by
the Judiciary system, the foreign investments sounds safe in the detergent industry of
Kenya.