There is a growing consensus among some of the world’s smartest money that the next big emerging market may be Africa. The rosy prospects for Africa are detailed in a new book by Renaissance Capitals global chief economist, Charles Robertson, called “The fastest billion: The story behind Africa’s economic revolution”. Robertson believes that Africa will shake off its image as the Dark Continent, blighted by war, famine and disease. The one billion people of Africa are rising and Africa’s day has come. We expect the billion Africans who in the past decade have already experienced the fastest growth the continent has ever seen to become the fastest two billion. Growth is expected to be driven by a low-cost labor force, infrastructure investment, better governance, education and better health. Rising demand for commodities is driving buyers around the world to pay dearly for Africa’s natural riches and to forge new types of partnerships with producers. And Africa is gaining greater access to international capital; total foreign capital flows into Africa rose from $15 billion in 2000 to a peak of $87 billion in 2007.
Early entry into African economies provides opportunities to create markets, establish brands, shape industry structures, influence customer preferences, and establish long-term relationships. Business can help build the Africa of the future.
Today, 40 percent of Africans live in urban areas, a portion close to China’s and continuing to expand. The number of households with discretionary income is projected to rise by 50 percent over the next 10 years, reaching 128 million. By 2030, the continent’s top 18 cities could have combined spending power of $1.3 trillion.
To understand the growth opportunities and challenges of individual economies within the African continent, select one country from Africa and describe the factors that contribute or will contribute to its success or
failure. This can include: economy, political freedom, labor force, and education, rule of law, crime, corruption, health, life expectancy, natural environment, & infrastructure. Then select a product or service that you think you can sell in the selected country.
1. Describe the product you have chosen to discuss. Which consumer goods and services class does it fit into? Discuss three influences that affected your decision to launch this product or service.
2. Describe the packaging and labeling for the product/service. Describe at least three purposes that you think they serve. Taking into consideration cultural and or economic factors that might promote or hinder the success of your product or service
3. Is this a manufacturer’s brand or a private brand? What type of brand loyalty do you think these people will have toward this product/service
4. Where would you place this product class on the product life cycle curve? Why?
5. How does the pricing compare to the competitors? What kind of pricing objectives will your implement?
6. Describe what a typical distribution chain for this product might look like? Would this include an intensive, a selective, or an exclusive distribution strategy?
7. Discuss how you could use three of the tools in the traditional promotional mix to sell this product. Which one(s) do you think would be most effective? Why?
8. Would you develop a company web page. Would it be easy to use? Informative? How would you make the web page to make more useful for the customers and help you sell more products/service?