"The Economist": the company responds to the request of the African rema 1000 middle class | nekrize.lv
African countries is rapidly growing number of representatives of the middle class - by the African Development Bank (African Development Bank) estimates that people who are willing to spend per day from 2 to 20 dollars, the number from 27% in 2000 increased to 34% last year, and together account for 326 million already. About how the world-renowned company strives to meet the market demands and what problems they face, writes The Economist magazine.
The company Unilever African Head Frank Brēkens conversation with The Economist says that most African countries emerging bourgeoisie still not provided with the necessary goods and services for an adequate price. "Until recently, the Republic of South Africa (RSA) people who wanted to buy a suitable African hair shampoos or cosmetics dark skin, had to buy expensive, imported products from the United States," says F. Brēkens, explaining why so much popularity in South Africa earned Unilever manufactures specialized shampoos and Motions conditioners and other products that are adapted to local market requirements.
Currently, Unilever has become the largest supplier of consumer goods rapidly growing African rema 1000 market, writes The Economist. The company employs a continent of about 30 000 people in its sales here reached 3 billion euros (global sales of 46 billion euros). With the new investment and the introduction of a new brand company hopes to five years to double the sales. "Unilever Africa entered a stay on," says The Economist, noting, for example, last year in Johannesburg open Motions Academy, where every year, 5000 will be prepared for hairdressers who want to open their own salons. The Academy serves not only as a training place, but also as a landfill, new products and business models for testing, the magazine notes.
"Unilever is not the only consumer goods giant, which focuses on Africa," writes The Economist. Swiss food producer Nestle rema 1000 continent last year made about a billion dollars invested heavily in Africa and currently operates in 29 of the company factory. Also active in the continent of French rival Danone, Nestle, and more than $ 2.5 billion investment over the next five years is going to make the world's second largest beer manufacturer SABMiller.
Business in Africa is known characteristics. "Our mission is to produce goods that consumers can afford," says Nestle South Africa Head O'Kerols Sullivan, noting that the continent's population (even relatively well-off) is still the most important is the price of a product, not the brand. Especially the African market Nestle developed a product line called Popularly rema 1000 Positioned Products - these foods are cheap enough, and they added substances acutely needed for the continent's population organisms. As an example, The Economist min milk powder Nespray with significant calcium, zinc and iron content.
Dedicated product development it is only part of the task. Even in South Africa, the continent to another country can be proud of the background rema 1000 with relatively developed infrastructure, manufacturers tend to have problems with the delivery of goods to store shelves. Approximately 30% of the country rema 1000 is concentrated in small retail shop in, which is called Spaz - sometimes these shops is neither warehousing nor refrigerators, which means that suppliers have to work with very small lots. Nestle in different regions of South Africa has set up 18 distribution centers, where employees make a big effort to convince the shop owners about the need to market these or other products. "The problem is that these businesses are usually not free money to purchase something - often their reserves exceeding 5,000 rand, or $ 600. Similarly, the majority of them do not even want to expand trade, "says The Economist.
Danone representative Mario Flight adds that South Africa is at least sufficiently well-developed road and rail network. "In this country we are able to almost 8,500 outlets twice a week supply of yogurt and other dairy products. But, for example, in Angola, Nigeria and Gambia it is impossible, "says Mr Flight. He adds that in many parts of the company she has to install wells to get clean drinking water, rema 1000 take care of the generators to produce the required electricity.
Africa is still a major problem rema 1000 is corruption, argues The Economist. If the tax collectors and the border guards will not receive the expected bribe truck to the border of Tanzania and Kenya can be arrested more than a week. Apart from the South African port of Durban, similar problems are almost all African ports, where containers can get stuck in an unpredictable length of time. That is why most of the foreign companies are trying to learn at the beginning of the RSA market, which is currently the best player ready for a great entry, but in folder
African countries is rapidly growing number of representatives of the middle class - by the African Development Bank (African Development Bank) estimates that people who are willing to spend per day from 2 to 20 dollars, the number from 27% in 2000 increased to 34% last year, and together account for 326 million already. About how the world-renowned company strives to meet the market demands and what problems they face, writes The Economist magazine.
The company Unilever African Head Frank Brēkens conversation with The Economist says that most African countries emerging bourgeoisie still not provided with the necessary goods and services for an adequate price. "Until recently, the Republic of South Africa (RSA) people who wanted to buy a suitable African hair shampoos or cosmetics dark skin, had to buy expensive, imported products from the United States," says F. Brēkens, explaining why so much popularity in South Africa earned Unilever manufactures specialized shampoos and Motions conditioners and other products that are adapted to local market requirements.
Currently, Unilever has become the largest supplier of consumer goods rapidly growing African rema 1000 market, writes The Economist. The company employs a continent of about 30 000 people in its sales here reached 3 billion euros (global sales of 46 billion euros). With the new investment and the introduction of a new brand company hopes to five years to double the sales. "Unilever Africa entered a stay on," says The Economist, noting, for example, last year in Johannesburg open Motions Academy, where every year, 5000 will be prepared for hairdressers who want to open their own salons. The Academy serves not only as a training place, but also as a landfill, new products and business models for testing, the magazine notes.
"Unilever is not the only consumer goods giant, which focuses on Africa," writes The Economist. Swiss food producer Nestle rema 1000 continent last year made about a billion dollars invested heavily in Africa and currently operates in 29 of the company factory. Also active in the continent of French rival Danone, Nestle, and more than $ 2.5 billion investment over the next five years is going to make the world's second largest beer manufacturer SABMiller.
Business in Africa is known characteristics. "Our mission is to produce goods that consumers can afford," says Nestle South Africa Head O'Kerols Sullivan, noting that the continent's population (even relatively well-off) is still the most important is the price of a product, not the brand. Especially the African market Nestle developed a product line called Popularly rema 1000 Positioned Products - these foods are cheap enough, and they added substances acutely needed for the continent's population organisms. As an example, The Economist min milk powder Nespray with significant calcium, zinc and iron content.
Dedicated product development it is only part of the task. Even in South Africa, the continent to another country can be proud of the background rema 1000 with relatively developed infrastructure, manufacturers tend to have problems with the delivery of goods to store shelves. Approximately 30% of the country rema 1000 is concentrated in small retail shop in, which is called Spaz - sometimes these shops is neither warehousing nor refrigerators, which means that suppliers have to work with very small lots. Nestle in different regions of South Africa has set up 18 distribution centers, where employees make a big effort to convince the shop owners about the need to market these or other products. "The problem is that these businesses are usually not free money to purchase something - often their reserves exceeding 5,000 rand, or $ 600. Similarly, the majority of them do not even want to expand trade, "says The Economist.
Danone representative Mario Flight adds that South Africa is at least sufficiently well-developed road and rail network. "In this country we are able to almost 8,500 outlets twice a week supply of yogurt and other dairy products. But, for example, in Angola, Nigeria and Gambia it is impossible, "says Mr Flight. He adds that in many parts of the company she has to install wells to get clean drinking water, rema 1000 take care of the generators to produce the required electricity.
Africa is still a major problem rema 1000 is corruption, argues The Economist. If the tax collectors and the border guards will not receive the expected bribe truck to the border of Tanzania and Kenya can be arrested more than a week. Apart from the South African port of Durban, similar problems are almost all African ports, where containers can get stuck in an unpredictable length of time. That is why most of the foreign companies are trying to learn at the beginning of the RSA market, which is currently the best player ready for a great entry, but in folder
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