Marketing penetration for african mnes

Its GDP grew about 3. These figures paint an optimistic picture of the continent as a whole. But Africa is made up of 54 fully recognized sovereign states that cover a vast range of natural ecosystems and an even vaster range of cultures, with some 2, languages spoken. They assume that success is a sure thing, and, as a result, their strategies turn out to be too broad. They revolve around growth projections rather than what individual markets actually need. Understanding distinctions is critical.

Africa , Asia , drugs , healthcare , malaria , markets , penetration , pharma , pharmaceutical. Many western companies design their business models based on high profit margins. It pays very well to be differentiated and pursue vertical markets. Horizontal markets are commoditized and a strategy to dominate within it is not always seen as a smart move by analysts. Increasingly firms try to innovate and differentiate in order to carve a niche where they can make hefty margins. That is very good if your business is domiciled in the saturated Western Europe and U.

There are plenty of reasons for companies to be intrigued by the consumer economies of Africa, and they can be summed up in one word: growth. There are also many reasons for companies to be cautious, and these too can be captured in a single word: complexity. Africa is anything but another emerging-market opportunity. It comprises more than 50 markets—each socially, culturally, politically, and economically unique—that span a continent the size of the US, Europe, China, India, and Japan combined. The logistics alone are daunting, never mind the intricacies of multiple operating models, supply chains, distribution networks, marketing strategies, and regulatory regimes—all in an evolving ecosystem in which the word developing takes on new breadth and depth.

Journal of International Business Studies. Multinational enterprises MNEs are the key drivers of globalization, as they foster increased economic interdependence among national markets. Yet, data on the activities of the largest MNEs reveal that very few are successful globally.