Africa Purposeful Market - Product Strategy for 2014

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Based on six weeks of market research by Tabiness Simwa from Kenya, these are proposed market - product strategies for entities in Africa to implement to raise TNs that will develop leadership and positively impact society

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  • Issues that came out prevalent in Africa include – poor education, backwardness in construction and manufacturing, diseases and poor health facilities, underdeveloped agricultural sector, backwardness in IT, Unemployment etcAgri-processing and horticulture,Manufacturing & Construction,Import/Export,Wholesale Trading,Transportation,Tour Agencies,Restaurants,Formal Food Processing
  • FMS Africa, Equity Bank Group, KCB
  • Africa Purposeful Market - Product Strategy for 2014

    1. 1. Incoming GIP Market Research Global support team output
    2. 2. what was my market research process? Initial/First Research • UN Reports on Africa • Regions strategic reports – ECOWAS 2020 • Countries strategic initiatives – Vision 2030 Kenya • EA MC Summit and EA Pioneers Conference output (This initial research was based on finding out which issues we are facing in Africa that can have business solutions) In-depth Research • Calls with industry leaders • Alumni survey responses • BOA Members input (The main question that I asked this group was what kind of business solutions are currently being used to solve the issues in Africa and what industries need to grow for their to be an impact in our society) Final Research/Validation of Research • Specific statistics i.e. number of SMEs within the region (UN Habitat Expert Group meeting 2012) • Specific companies i.e. Agri-processing SMEs, Construction Companies, Manufacturing Companies • Average Budgets for these companies • Strategies for companies in these industries
    3. 3. What purposeful GIP strategies am I recommending? • Marketing interns for SMEs to help them integrate the Chinese business culture within their businesses • Marketing interns for SMEs to help them expand regional within the different countries
    4. 4. Market product strategy 1 Marketing interns for SMEs to help them integrate the Chinese business culture within their businesses • Growth of the economy of the China in the last 40 years is something that Africa can learn from • Growth in the industries especially Manufacturing Industry that Africa needs to meet MDGs and solve social issues in Africa • Report from ILO shows that SMEs employ 20-30% of the total labour force and contribute to 35 - 45% of the GDP in Tanzania and this is similar in most African countries hence this is a market segment that needs to grow.
    5. 5. What is the evidence for this strategy? • There are 2000 Chinese firms in 50 African countries from China's Ministry of Commerce. How do African companies strategically gain from this? • Kenya has so far raised 15 GIPs specified for this market-product strategy in the following industries Oil, Banking, Transport – Not only do the companies want the interns to score them Chinese clients, they also want to learn the business practise/culture of the Chinese people that can help them grow. • Partnership with AIESEC Mainland of China has enabled quick matches as Africa is now being market among their EPs.
    6. 6. What entities would you recommend implementing this strategy? This strategy is relevant for all African entities as we all have SMEs that are striving to grow and such an investment is the next step to growth.
    7. 7. What training should members receive to sell this effectively? • The product that AIESEC is offering is Marketing interns who are native mandarin speakers • The issue we are tackling in the society is to help in the Growth of SMEs and reduce unemployment • Target Market is SMEs in the following industries Agriprocessing and horticulture, Manufacturing & Construction, Import/Export, Wholesale Trading, Transportation, Tour Agencies, Restaurants, Formal Food Processing • The leadership experience for members and the interns is that they get to develop a sector that boosts the economy of the African countries and reduce unemployment • This product complements company strategy of growth by providing HR that not only finds Chinese clients for these companies but also teaches employees the business culture that led to the growth of the Chinese economy.
    8. 8. In implementing this strategy, what should entities be careful of? • JDs that are not proper for the interns/JDs that do not contribute to a leadership experience for the intern i.e. JD should include business training • Definition of SME in the different countries with reference to number of employees and annual financial turnover
    9. 9. Market product strategy 2 Marketing interns for SMEs to help them expand regional within the different countries • The current market trend is that companies are getting into new markets and hence need HR to support these activities. • Language barrier and policies are some of the barriers towards expansion of these companies e.g. to get into the Rwandese Market government policies mandate companies to have Rwandese employees • Interns with a marketing background are needed to do market research and marketing of the companies within their countries.
    10. 10. What is the evidence for this strategy? • Regional initiatives to open up markets e.g. East Africa Community hence allow for more cross-border businesses • Lack of HR to support this initiative for most companies i.e. they need HR that better understands the new market or speaks the local language • Last year AIESEC Kenya raised 10 internships with Dhanush Infotech an Indian Company already in Kenya and trying to expand to other African Countries. The traineeships required interns to train in Kenya for 6 months then work for the company for another 6 months when they go back home.
    11. 11. What entities would you recommend implementing this strategy? Strong Economic countries within particular regions • South Africa – S.A • Nigeria – W.A • Kenya - E.A
    12. 12. What training should members receive to sell this effectively? • The product that AIESEC is offering is Marketing interns from the countries that the company is expanding to • The issue we are tackling in the society is to help in the Growth of SMEs and reduce unemployment • Target Market is SMEs in the following industries: Agriprocessing and horticulture, Manufacturing & Construction, Import/Export, Wholesale Trading, Transportation, Tour Agencies, Restaurants, Formal Food Processing • The leadership experience for members and the interns is that they get to develop a sector that boosts the economy of the African countries and reduce unemployment • This product complements company strategy of expansion by providing HR that better understands the market they are expanding to.
    13. 13. In implementing this strategy, what should entities be careful of? • Some companies want to absorb the interns as permanent employees at the end of the internship when they return to their countries. These expectations should be set during JQ signing and during interviews with interns

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