
Africa and its amazing potential, natural wealth, emerging middle class and quest for a better life, seems more and more like the land of “Milk & Honey”—a land waiting to be explored by courageous marketers.
The facts speak for themselves. Nestle today generates sales of more than 3 billion CHF on the continent. South African Breweries, better known as SAB Miller, operates 32 breweries and 19 bottling plants with more than 13,000 employees in Africa. Porsche has just opened its first show room in Lagos. Rural Cameroon is on the verge of overtaking Ireland as the largest guzzlers of Guinness. It seems almost certain that Africa will become the next global growth engine. But fast growing economies come with their very own challenges. It is not just about spotting opportunities; it is about organizing them in a way that benefits our clients and brands.
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