Case Study 1: Jumia and the Power of Market Research in Africa

Course Content
Introduction to Marketing – Week 1
Principles of Marketing introduces students to the core concepts and strategies that are fundamental in today's ever-evolving business world. This course emphasizes the importance of understanding and applying key marketing principles to establish and maintain long-term customer relationships, and to effectively communicate value to target audiences. Students will engage with the processes involved in identifying target markets, developing a marketing mix, and analysing market opportunities and challenges.
The Marketing Environment
Macro and micro environmental factors The marketing environment encompasses all external factors that influence an organization's marketing decisions and actions. These factors can be broadly categorized into macro and micro environmental factors. Each has a direct or indirect impact on the company's ability to serve its customers and achieve its objectives. Understanding these elements helps businesses adapt, strategize, and capitalize on prevailing market conditions.
Market Research & Information Systems
Market research and information systems play a pivotal role in helping organizations understand their audience, make informed decisions, and stay ahead in an increasingly competitive business environment. These tools provide valuable insights into market dynamics, customer behavior, and emerging trends.
Consumer Behavior – Week 2
Consumer behavior refers to the selection, purchase, and consumption of goods and services to meet consumer needs. By understanding why consumers make certain decisions, marketers can develop more effective strategies to target their audience. Factors influencing consumer behavior can be broadly categorized into psychological, social, and cultural factors.
Market Segmentation, Targeting, and Positioning
The Market segmentation, targeting, and positioning (STP) process is a strategic approach used by marketers to identify distinct market segments, select specific target markets, and craft a unique positioning strategy. Together, these elements form the foundation of a company's marketing strategy, ensuring that products or services meet the specific needs of the intended audience.
Product: Concepts, Strategies, and Life Cycle
In the marketing mix, the product is the tangible (or intangible in the case of services) offering that a company provides to its customers. Understanding the product, its strategies, and its life cycle is crucial for marketers to ensure continued relevance in the market and sustainable growth.
Pricing Strategies and Decisions – Week 3
Pricing is one of the most crucial elements of the marketing mix, directly impacting revenue, profitability, market share, and even brand perception. Establishing the right price for a product or service is a blend of art and science, and it's influenced by various internal and external factors.
Promotion: Integrated Marketing Communications (IMC)
Promotion, a fundamental element of the marketing mix, ensures that consumers are informed, educated, persuaded, and reminded about a brand, its products, or services. Integrated Marketing Communications (IMC) is a concept that embodies the blend of all promotional tools into a seamless program designed to maximize the impact on consumers at minimal cost.
Digital Marketing and E-commerce – Week 4
In the modern digital age, the way we market products and make purchases has been revolutionized by the rise of digital marketing and e-commerce. Understanding these realms is essential for businesses aiming to stay competitive in today's market.
Global Marketing
In a world that is increasingly interconnected, businesses are seeking to tap into the global market to expand their reach, diversify their portfolio, and increase their profitability. Global marketing is the process of conceptualizing and then conveying a final product or service worldwide with the hopes of reaching the international marketing community.
Ethical and Social Responsibilities in Marketing
In the age of digitalization and consumer empowerment, businesses are under greater scrutiny for their marketing practices. Ethical and social responsibilities in marketing are not just about adhering to legal regulations; they're about aligning business practices with the values, morals, and expectations of stakeholders and the broader society.
Branding and Brand Equity – Week 5
In a world saturated with products and services, distinguishing oneself can be a daunting task for businesses. This is where branding, and the resultant brand equity, play a pivotal role. They offer a beacon of identity in the crowded marketplace and ensure a product or service doesn't just remain a commodity.
Services Marketing
In an era dominated by the service industry, understanding the nuances of services marketing is crucial for businesses to thrive. Unlike tangible products, services are intangible, making their marketing inherently different and challenging. This uniqueness requires a distinct approach to ensure customer satisfaction and loyalty.
BUSA 330 Principles of Marketing
About Lesson


Jumia, often dubbed “the Amazon of Africa,” is an online marketplace that operates in several African countries. Founded in Lagos, Nigeria in 2012, Jumia aimed to become the continent’s premier online retail platform. However, Africa’s diverse and complex consumer landscape presented unique challenges.


Unlike Western or Asian markets, Africa is incredibly diverse in terms of languages, cultures, economic conditions, and infrastructural development. To effectively tap into this market, Jumia needed to understand various consumer needs, behaviors, and the logistical challenges specific to each region or country.

Jumia heavily invested in market research and developed robust information systems:

  1. Localized Surveys:
    Jumia conducted localized surveys to understand specific shopping habits, payment preferences, and delivery expectations in different countries.
  2. Mobile First Strategy:
    Recognizing that a large portion of African internet users access the web via mobile devices, Jumia developed a mobile-friendly platform and invested heavily in its mobile app.
  3. Payment Solutions:
    Market research revealed a general mistrust of online transactions. To address this, Jumia introduced “Cash on Delivery” in many regions and developed JumiaPay, a secure payment platform.
  4. Logistics Solutions:
    Due to infrastructural challenges in many African cities, Jumia established its own logistics arm, tailoring delivery solutions to each country’s unique challenges, from bustling urban centers to remote areas.
  5. Engaging Local Sellers:
    To ensure a diverse and relevant product range, Jumia engaged with local sellers, offering them training and insights derived from their market research.


By 2021, Jumia had established operations in 14 African countries, serving millions of customers. Their data-driven, customer-centric approach allowed them to not only introduce online shopping to a vast number of Africans but also continually adapt and innovate based on the insights they gathered.

Join the conversation
Content | Menu | Access panel