When it comes to economic growth, Africa is way ahead of other continents. Countries such as Rwanda, Libya, Ethiopia and South Sudan have growth rates of around 10% pa or more.
Nigeria, Egypt, Ethiopia and DRC are in the top 16 most populous countries on the planet.
This data is readily available but Africa’s economies and market structures are chaotic by western standards.
For a multinational corporation familiar with a host of accurate marketing related information, the African environment can be daunting.
This is mostly due to the massive informal economic sector. In Europe, USA and Japan, over 90% of business is conducted in an ordered and structured environment where all manner of transactions are recorded.
In Africa it is the complete opposite. Here 90% of business transactions, particularly in the FMCG industry, have no, or very simple, record keeping and thus marketing related data is chaotic.
Don’t be fooled into thinking that these disorganized markets are small. South Africa, Kenya and Nigeria together consume almost as much Coca Cola as the entire USA.
Namibians consume about the same amount of beer per capita as Germans and South Africa is the 7th largest consumer of whiskey in the world.
These markets are also just as competitive as their North American, Asian and European counterparts. All the major world players are in Africa and they have fierce competition from local and traditional products too.
So how does a manufacturer and distributor gain a competitive edge with so little marketing data available?
Enter the Frontline Research Group
The Frontline Research Group has been conducting market research in Africa since the mid ‘90’s. The company, born out of, and specialized in gathering market related data from even the most informal and remote business environment.
They have developed specialized tools and procedures for gathering accurate market data and have specialized software for recording, analyzing and monitoring this data.
If you want information on your brand’s sales volume, sales trends, stock levels, presence and effectiveness of in-store display and promotion efforts, and other associated aspects, then the Frontline Research Group will source the information for you.
Need to know what your competitors are doing, or how your distribution channels function and if they are effective or not? The Frontline Research Group can find the answers.
The information and tools that the Frontline Research Group provides, will give you the competitive advantage you need to grow your brand and increase your sales revenue.
For more information or to obtain a quotation contact Steve Johnson, RESEARCH DIRECTOR, on Tel: +27 (0) 86 999 0407 Email: steve@frontlineafrica.com