WE DECRYPT THE AFRICAN MARKET
MARKET DATA ANALYSIS
African Markets have gone through deep transformations during this last decade. Even though the overall GDP growth has slowed down this passed years due to the fall of commodities prices, Africa’s growth fundamentals remain strong (including demographic growth, urbanization, digital & technological transformation) and projections are positive. Spending by consumers and businesses today totals $4 trillion. Household consumption is expected to grow at 3.8 percent a year to 2025 to reach $2.1 trillion. Business spending is expected to grow from $2.6 trillion in 2015 to $3.5 trillion by 2025 . Understanding the market is crucial for the success of a strategy. Our approach uses the three stages of market analytics: 1. Descriptive (using data to provide insight into the past and answer, "what has happened?") 2. Predictive (using statistical models, forecast techniques to understand the future and answer, "what could happen?") 3. Prescriptive (using analytical techniques to advice on possible outcome and provide recommendations and answer, "what should we do?")
African markets are changing rapidly as well as consumers are. Habits have been evolving with the various trends (including increase of the GDP per Capita, education& infrastructure improvement, etc) and the competition both local and international. There is a need for companies to strengthen their brand in order to expand their notoriety and attract clients. By building an Africa anchored brand strategy based on data and creativity we provide the necessary expertise for companies to stand out and increase their market share. Upon defining a brand strategy, we implement, execute and evaluate it. Using various competencies such as online and offline marketing campaign, media relations and brand content.
Africa is at the forefront of the digital transformation that is undergoing globally. More than anywhere, mobile is playing a key role in the African digital transformation. According to GSMA, mobile internet adoption in Africa continued to grow rapidly, with the number of mobile internet subscribers tripling in the last five years to over 500 million at the end of 2016, with additional 250 million expected by 2020. For a better transformation, companies have to undergo a paradigm shift. Our digital process put the user at the very center. The digital strategy is not conceived as an IT tool but a global effort to integrate the company and offer clients the best experience through all the digital platform.