MNM2615 Assignment 02 Essay Answers. I received 93% for this module and wish you the best of luck!
Africa boasts some of the fastest growing economies in the world, with a rising interest from prospective market entrants to evaluate the present and foreseeable position of Africa within the global ...
CONTENTS .......................................................................................................................... I
INTRODUCTION ................................................................................................................. 1
1 MARKETING IN AFRICA....................................................................................... 1
1.1 RATIONALE FOR DOING BUSINESS IN AFRICA.................................................. 1
1.1.1 Africa in the Global Economy ................................................................................ 1
1.1.2 Africa’s Macroeconomic Outlook ........................................................................... 2
1.1.3 Factor Markets....................................................................................................... 2
1.2 CHALLENGES OF DOING BUSINESS IN AFRICA ................................................ 4
1.2.1 Weak Government Institutions............................................................................... 4
1.2.2 Poor Infrastructure ................................................................................................. 4
1.2.3 Cumbersome Business Environment .................................................................... 5
1.2.4 Economic Instability ............................................................................................... 5
1.2.5 Political Instability .................................................................................................. 6
1.2.6 Operational Conditions .......................................................................................... 6
1.2.7 Low Application of Technological Development .................................................... 6
1.2.8 Cultural Diversity ................................................................................................... 6
1.3 FACTORS AFFECTING BRANDING IN AFRICA .................................................... 7
1.3.1 Maturity of the African Market ................................................................................ 7
1.3.2 Lack of Available Data ........................................................................................... 7
1.3.3 Lack of Knowledge About the African Consumer .................................................. 8
1.4 BRAND PIRACY IN AFRICA ................................................................................... 8
1.5 CHOOSING A NAME FOR A BRAND ................................................................... 10
CONCLUSION ................................................................................................................... 11
REFERENCES .................................................................................................................. 12
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