The leading distributor of Apple products in sub-Saharan Africa, Core Group operates in 11 countries. To enhance its understanding of retail potential in Mozambique, Zimbabwe, Zambia, Angola, and Botswana, Core Group utilised Tangerine’s Cultiva home growth research tool. This analysis conducted a comprehensive size-of-pie and retail audit, providing detailed insights into the existing and potential customer base, product availability, origin of purchase, pricing strategies of Core Group and competitors, and product offerings. This comprehensive data enabled Core Group to formulate actionable plans to further penetrate its market in these regions.