Doing business in Africa : guidelines for new entrants

Bartman, Logie (2014-12)

Thesis (MBA)--Stellenbosch University, 2014.


The last decade has seen an increased focus on emerging markets. The BRICS countries are at the forefront of this trend and have been achieving high economic growths in comparison to the developed countries. The contribution that these countries make to the global economy is increasing significantly. Many global companies have entered emerging markets seeking new growth opportunities within these untapped regions that are rich with possibility. With the increasing number of companies entering emerging markets, it is important that investors have a good understanding of what it is like doing business in these markets. This research focusses on doing business in Africa within the retail sector. The current literature provides examples of companies entering these markets, but only a handful deals with the retail industry. The purpose of this research is to establish a set of guidelines based on the literature and findings from this research. Four company’s experiences with entering emerging markets are analysed. This research addresses the considerations taken into account prior to entering a market, the challenges faced post entry and what factors contributed to the current success achieved. This research will be particularly useful for foreign companies deciding to enter Africa.

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