Marketing Aspects of Russian Beverage Brand Entrance to West Africa Markets: The Case of Bryanskpivo Kvass

Adopting the appropriate market entry strategy for a given market is crucial for any organization considering international market expansion. It establishes the strategy’s groundwork and reveals the suggested approach’s benefits and risk profiles. The primary goal of this research is to elaborate on the market entry possibility for the Bryanskpivo soft-drink brand in the West African market. This goal means proposing the optimum entry mode for Bryanskpivo and an outlook to possible strategy. Additionally, it looks at SWOT analysis to show how these factors affect the company’s market entry strategy. A strategic approach for the projected entrance was also developed using the qualitative research methodology. Secondary data was collected from the company’s official website, online sources, and other published works. The study’s findings indicate that Bryanskpivo has several options for market entry methods in West Africa. However, the most attractive option would be establishing a subsidiary company in Nigeria through foreign direct investment with a strategic distribution hub to other parts of the target region. This tactic would likely give the company the long-term advantage of leveraging facility ownership, directly interacting with suppliers and customers, and invariably having stronger control over its business operations. The research findings could help Bryanskpivo achieve its objectives of market expansion by providing insight and knowledge. © 2025 Elsevier B.V., All rights reserved.