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2020 Sub-Saharan Africa Outlook

  • ID: 4850790
  • Country Profile
  • Region: Africa, Sub-Saharan Africa
  • 46 pages
  • DuckerFrontier
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Opportunities abound for MNCs to accelerate business in Sub-Saharan Africa by expanding in high-growth markets and capitalizing on new opportunities across a diverse array of industry verticals. Positive drivers include rising consumer and government spending, healthy investment, and - in several key markets - supportive reforms. Yet the outlook for the next 12-18 months also includes several downside factors that, without careful forward planning, could undermine sales performance and margins. With pressure growing for SSA to augment business in weaker-performing Europe, Middle East, and Africa regions and corporate expecting swifter returns on investment than in past years, regional executives will need to develop highly focused strategies to win in 2020. Key components include efficient market expansion processes, resilient route-to-market structures, and an offering that can tap into shifting customer value perceptions and stand up to rising competition.
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Executive Summary
  • Our View on SSA
  • SSA in the Global Context
  • Take Steps to Drive Growth In Your SSA Business
Drivers of SSA Regional Outlook
  • Export Demand Will Provide Minimal Uplift
  • FX Volatility Persists
  • Upward Pressure on Interest Rates Will Ease
  • Mineral Commodity Revenues Moderate
  • Agriculture Commodities Stabilize
  • Investment Continues to Grow
  • China Will Play a Significant Role in SSA in 2020
  • Reforms Improve Conditions, But Unevenly
  • Politics Will Generate Volatility and Risk
  • Public Sector Spending Grows But Priorities Shift
  • Issue in Focus: Continental Free Trade Agreement
Impacts on MNCs
  • Demand Will Grow, But Moderately: B2C
  • Demand Will Grow, But Moderately: B2B
  • Demand Will Grow, But Moderately: B2G
  • New Opportunities Offer Scope For Growth
  • Cost Pressures Across SSA Will Persist
  • Customers Will Demand More Value
  • Risks Will Rise Across SSA
  • Challenges to Building Scale Will Remain
Priority Actions
  • 1. Reconsider Market Prioritization Approach
  • 2. Update Value Proposition
  • 3. Ensure Efficient and Effective Route to Market
  • 4. Shift to Proactive Channel Management
  • 5. Use Scenarios and Plan for Risks
Subregional and Country Outlooks
  • South Africa Outlook
  • Nigeria Outlook
  • Kenya Outlook
  • West Africa Outlook
  • Southern Africa Outlook
  • East africa Outlook
  • Central Africa Outlook
About the Author
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