The Bachelor´s thesis is based on a market research of African markets. The research is made from viewpoint of the welding industry. The topic takes a look at welding machine manufacturer, Kemppi Oy, and African welding machine markets. The thesis concentrates first on the three countries Nigeria, Angola and Algeria on a general level and then on the chosen pilot country, Nigeria. The aim is to examine selected countries as well as create new useful information about African welding machine markets.
The Bachelor´s Thesis consists of a theoretical part which is divided into themes: a market research process and a business analysis which is needed for a market research. The empirical part uses the business analysis to apply information of the selected countries. The goal of the theoretical part is to explain market research, what kind of benefits it brings and when to use business analysis for analyzing the business field.
The empirical part describes the societal issues of Nigeria, Angola and Algeria. It uses the business analysis to achieve the goals. At the end of the empirical part, competitors and the business environment of Nigeria are analyzed.
As a conclusion it can be stated that there are many positive options regarding the industry in Nigeria. Natural resources, such as, oil is the most significant reason for the development of the welding industry and it can be seen as an important factor for the success of Kemppi in Nigerian markets. The potential company for cooperation in future is presented as well.