We would like to inform you about a new syndicated research programme by the Economist Intelligence Unit for multinational companies operating in Africa.
To the world's leading multinational companies, Africa presents a conundrum.
As a vast, young, and largely untapped market, the continent represents the last frontier for companies to achieve high growth. Africa currently accounts for around 1% of multinational companies' global sales—mostly from key markets like South Africa. But the region produces around 3% of global economic output and has 15% of the world's population. GDP growth is picking up and Africa looks set to be the fastest-growing region over the next five years, at an average of over 6%.
Pioneering companies have shown they can realise that potential over the past few years, clocking up some of the world's highest growth rates and enjoying an excellent return on investment. But it's not simple. Markets are fragmented and mostly tiny. Despite a few pockets of prosperity, much of the continent is mired in poverty, made worse by bad governance and social unrest. These problems are now compounded by soaring food and commodity prices that risk choking purchasing power and fueling social discontent. Companies hoping to unlock Africa's business potential will have to look beyond the current climate to understand the longer-term drivers of the continent's development.
Is it worth investing more in Africa now to reap the potential rewards in five to 10 years' time?
To help companies decide, the Economist Intelligence Unit is planning to deliver a programme of research that will offer exclusive access to data and analysis on the outlook for Africa to 2020, helping companies formulate strategies, prioritise regions and determine the best structure for their business in Africa.
The research will leverage the Economist Intelligence Unit's world-class expertise on the African economy, our unique reach into the continent's senior executives and decision-makers, and our unrivalled network of in-country researchers.
The research programme will:
- Provide companies with a concise background on the continent's development to date: economic size and growth, key markets, intra- and inter-regional relations
- Give clarity on the big issues shaping the continent's development: the influence and importance of South Africa; China's growing presence in Africa
- Focus on the potential in 17 leading markets outside of South Africa: short- and longer term growth prospects, leading industries, policy and infrastructure developments, the emerging African consumer and the outlook for retail and distribution
- Identify other African markets not yet on corporate radars, but that may be worth watching over the longer term
If you are interested in learning more about this project please contact us for details of the full proposal and pricing.