STRATEGIC MARKET ENTRY DECISION-MAKING IN AFRICA'S SATELLITE SECTOR: A COMPARATIVE ANALYSIS USING TOPSIS AND AHP METHODS

This paper investigates the strategic decision-making process for market entry into Africa's satellite telecommunications sector using two well-established multi-criteria decision-making (MCDM) methods: the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) and the Analytic Hierarchy Process (AHP). Given the complex and varied nature of the African market, these methodologies are applied to evaluate multiple countries based on criteria such as market potential, regulatory compliance, and infrastructural development. By conducting a parallel analysis with TOPSIS and AHP, this study not only identifies Kenya as the most suitable market for entry but also validates the consistency and reliability of both methods in handling decision-making complexities in emerging markets. The findings highlight the importance of systematic and objective criteria evaluation in reducing uncertainty and enhancing decision quality in international business strategies. This paper contributes to the strategic management and international business literature by demonstrating the practical application and comparative effectiveness of TOPSIS and AHP in a high-stakes decision-making scenario. Keywords: Strategic Market Entry, Satellite Telecommunications, TOPSIS, Analytic Hierarchy Process (AHP), Multi-Criteria Decision-Making (MCDM). Decision-Making Framework