ABSTRACT:
This study aims to identify the market potential for the Malaysian palm oil exports to Africa based on the Extremely Most and Less Attractive countries. From the list of 49 African countries, the analysis revealed a logical regional ranking of African destination countries in terms of the competitiveness of Malaysian exports of palm oil to every market destination, and the priority that should be given to each market. The Extremely Most Attractive countries are able to increase the intake of Malaysian palm oil and the Malaysian exporters are recommended to focus on these countries by increasing their marketing activities there.
Keywords: Africa, Market potential, Extremely Most Attractive Countries, Less Attractive Countries, Logical Regional Ranking
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