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Our client is EnergyPop, a US-based energy drink company that manufacturers and sells various surgary energy drink products. EnergyPop has established market leadership for energy drinks in the US/Europe and has successfully entered emerging/growth markets such as Mexico, Brazil, and India.

EnergyPop is interested in expanding into Africa and believes Nigeria would be a great market to enter. Before doing so, they have hired our team to provide a go/no-go recommendation on this opportunity. What are the factors EnergyPop should consider when deciding to enter Nigeria?

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