Africa Rising: How 900 Million African Consumers Offer More Than You Think

Profit from the World’s Largest Untapped Market: Africa’s MORE THAN 900 MILLION Consumers!

“This book lays out a powerful portrait of the growing opportunities in Africa. It is clear to us that any global firm interested in growth must see Africa as an essential part of its portfolio.”

--E. Neville Isdell, Chairman and Chief Executive Officer, The Coca-Cola Company, USA

“While we consider Africa one of our most important markets, we are very aware that it is often overlooked as a place to conduct sustainable business. This book shows that Africa offers opportunities equal to other developing regions that receive more attention. Through the Diageo Africa Business Reporting Awards, we have committed to promoting high-quality coverage of the business environment in Africa. This book makes an important contribution in providing a vivid picture of the African market opportunity.”

--Paul Walsh, Chief Executive Officer, Diageo, UK

“This book presents a compelling argument for waking up to the potential of a continent with a population of over 900 million and a high rate of growth. The African continent is rich in natural resources and presents opportunities across a wide cross-section of industrial and commercial areas for companies with appropriate business strategies and a genuine commitment to improving the quality of life of the local population.”

--Ratan N. Tata, Chairman, Tata Group, India

“Unilever has invested in Africa for over a century and is committed to building strong market positions in the region by meeting the needs of African consumers. As this book highlights, the opportunities for consumer goods companies are considerable and the potential to do business in Africa is much greater than many companies realize.”      

--Patrick Cescau, Global CEO, Unilever, UK

“Bravo. The timing of this book is perfect. It will be much quoted. I especially like how Professor Mahajan uses the voices of Africans to bring it to life, alongside the research.”

--Barbara James, former Managing Director of the African Venture Capital Association and founder of the Henshaw Funds, the first independent pan-African private equity Fund of Funds, Nigeria/UK

With more than 900 million consumers, the continent of Africa is one of the world’s fastest growing markets. In Africa Rising, renowned global business consultant Vijay Mahajan reveals this remarkable marketplace as a continent with massive needs and surprising buying power.

Crossing thousands of miles across the continent, he shares the lessons that Africa’s businesses have learned about succeeding on the continent...shows how global companies are succeeding despite Africa’s unique political, economic, and resource challenges...introduces local entrepreneurs and foreign investors who are building a remarkable spectrum of profitable and sustainable business opportunities even in the most challenging locations...reveals how India and China are staking out huge positions throughout Africa...and shows the power of the diaspora in driving investment and development.

• Recognize that Africa is richer than you think
  Africa is richer than India on the basis of gross national income (GNI) per capita, and a dozen African countries have a higher GNI per capita than China.
• Aim for Africa Two
  Opportunities exist in all parts of the market, particularly the 400 million people in the middle of the market.
• Find opportunities to organize the market
  From retailing to cell phones to banking, companies are succeeding by building infrastructure.
• Develop strategies for the most youthful market in the world
  Companies are recognizing opportunities from diapers to music to medicine in a market growing younger every day.
• Understand that Africa is not a “media dark” continent
  From Nollywood to satellite to broadband, media is exploding on the continent.
• Recognize the hidden strength of the African diaspora
  The African diaspora brings resources and knowledge to African development and expands the African opportunity beyond the continent.
• Build Ubuntu markets
  Create profitable businesses, sustainable growth, and social organizations by meeting basic human needs.

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Online Sample Chapter

Baking Bread in Zimbabwe: Opportunities in the Rise of Africa

Sample Pages

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Table of Contents

Preface           Consumer Safari  x

Part I: The African Opportunity

1          Baking Bread in Zimbabwe  3

2          Africa Is Richer Than You Think  29

3          The Power of Africa Two  57

Part II: Realizing the Opportunity

4          Harnessing the Hanouti: Opportunities in Organizing the Market  77

5          Building Mama Habiba an Ice Factory: Opportunities in Infrastructure  105

6          Running with the Cheetah Generation: Opportunities in Africa's Youth Market  127

7          Hello to Nollywood: Opportunities in Media and Entertainment  147

8          Coming Home: Opportunities in the African Diaspora  167

Conclusion      Ubuntu Market  187

Endnotes  221

Acknowledgments  239

Index  247

4-color insert located in the book center

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