As companies
increasingly set their
sights on Africa
– thanks to the
numerous opportunities on the
continent – understanding the
different markets
is central to
success.
For Cobus
Rossouw, chief
integration
officer of
Imperial
Logistics, growth
in Africa is not
achieved from
an office in
Johannesburg.
“The
opportunity lies
in “becoming
part of the African countries”
to which one is expanding,” he
explains. “There has to be a
commitment to work with, and for,
Africa rather than “parachuting
in” and expecting a “one-size
fits all” strategy to unlock the
continent’s potential.”
With the International
Monetary Fund (IMF) predicting
that no continent will grow more
strongly than Africa over the
coming years, Rossouw says the
opportunities are endless.
“Statistics reveal that Africa
has the fastest
growing and
youngest
population in
the world, and
that the region’s
consumer-facing
industries are
expected to grow
by over $400bn
by 2020,” says
Rossouw. “But
any company
aiming to
successfully
expand into
Africa needs to understand that
there is not a single, standard
approach that can be applied to
the whole continent. Distinct
consumer segments exist, with
significant variation by country.”
It is with this in mind that one
should approach Africa. “You have
to be smart about Africa, while
working in Africa,” he says.
Imperial Logistics has launched
an extensive expansion drive into
Africa which will see the company
investing heavily in developing
corridors, while more local
partnerships are being forged to
help clients benefit from the mass
consumerisation of Africa.
With their focus on the
continent in the pharmaceutical
and FMCG space, they also plan
to grow their presence in Africa
through the acquisition of local
businesses, says Rossouw.
There is no denying that Africa
poses unique challenges that
require innovative and sustainable
solutions.
For Rossouw this means that
logistics companies will have to
find differentiating factors in light
of stiff competition.
“We understand the testing
African marketplace,“ he says,
“where agility and flexibility are
critical. A partnership approach
will be key to our ongoing success
in Africa.”
INSERT & CAPTION
There has to be a
commitment to work with,
and for, Africa rather
than “parachuting in” and
expecting a “one-size fits
all” strategy to unlock the
continent’s potential.
– Cobus Rossouw
