MNM2615 Portfolio
MARKETING IN AFRICA
MNM2615
TABLE OF
... [Show More] CONTENTS
INTRODUCTION..........................................................................................................3
1. CORRECTIONS APPLIED TO ASSIGNMENT 01...................................................4
1.1. DOMESTIC AND INTERNATIONAL COMPETITION.......................................4
1.2. TECHNOLOGICAL PROGRESS IN AFRICA....................................................5
1.3. ESTABLISHMENT OF BUSINESS IN AFRICA.................................................5
1.4. POPULATION SIZE IN AFRICA........................................................................6
1.5. THE AFRICAN CONSUMER.............................................................................8
1.6. MARKETING ENVIRONMENT OF THE AFRICAN CONSUMER....................9
2. CORRECTIONS APPLIED TO ASSIGNMENT 2...................................................11
2.1. THE RATIONALE FOR DOING BUSINESS IN AFRICA.................................11
2.1.1. Africa in the Global Economy....................................................................11
2.1.2. Africa’s Macro-Economic Outlook.............................................................11
2.1.3. The Factor Markets...................................................................................11
2.1.4. Preparing Swiitch Beauty for Potential Investors......................................12
2.2. CHALLENGES OF DOING BUSINESS IN AFRICA........................................12
2.2.1. Inadequate Infrastructure..........................................................................12
2.2.3. Economic Instability...................................................................................13
2.2.4. Cumbersome Business Environment........................................................13
2.2.5. Political Instability......................................................................................13
2.2.6. Low Application of Technological Development.......................................13
2.2.7. Operational Conditions..............................................................................13
2.2.8. Cultural Diversity.......................................................................................14
2.3. OVERCOMING CHALLENGES TO DO BUSINESS IN AFRICA....................14
2.3.1. Strategic business growth platforms.........................................................14
2.3.2. Investment in human capital......................................................................14
2.3.3. Partnering with local suppliers...................................................................14
2.3.4. Product Distribution...................................................................................14
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2.3.5. Product Promotion.....................................................................................14
2.4. FACTORS AFFECTING BRANDING IN AFRICA...........................................15
2.4.1. Maturity of the African Market...................................................................15
2.4.2. Lack of Available Data...............................................................................15
2.4.3. Lack of Knowledge about the African Consumer......................................15
2.5. BRAND PIRACY IN AFRICA...........................................................................16
2.5.1 How a brand should break into African consumer markets.......................16
2.6. GENERALLY ACCEPTED RULES FOR A BRAND NAME IN AFRICA.........16
3. NATURE OF SMME’S IN TOWNSHIP ECONOMIES............................................17
3.1. Size and scope of small businesses................................................................17
3.2. Characteristics of SMME’s within townships...................................................17
3.3. SMME Economic activities within townships...................................................18
4. THE INFORMAL ECONOMY.................................................................................20
5. LOCAL BUSINESS EXPANSION IN SA................................................................20
5.1. Innovation in Products, Packaging and Price..................................................20
5.2. The Growing Middle Class...............................................................................20
6. SEGMENTATION BASE........................................................................................21
6.1 Needs-based segmentation..............................................................................21
6.2. Needs Segmentation Linked to Emotional Drivers..........................................21
6.3. Living Standards Measures.............................................................................21
6.4. Youth Segmentation.........................................................................................22
7. PRODUCT AND DISTRIBUTION APPLICATIONS...............................................22
7.1. Product.............................................................................................................22
7.2. Distribution.......................................................................................................23
8. RECOMMENDATIONS..........................................................................................24
9. CONCLUSION........................................................................................................25
10. REFERENCES.....................................................................................................26 [Show Less]