Sub-Saharan Africa’s (SSA’s) growth will accelerate moderately in 2019 compared to 2018. In the year ahead the outlook and looming risks will mainly be defined by global uncertainties such as ongoing trade disruptions and rising developed-market interest rates, which could drive currency volatility. Individual country performance will diverge greatly, however: South Africa could be a major drag on growth and face high risks. Other large economies, such as Nigeria and Angola, will see moderately better performance driven by reform-minded governments, while smaller markets in the region, in particular Kenya, Ghana, Côte d’Ivoire, and Ethiopia, will continue to perform strongly. As a result, it is more important than ever for MNCs to balance their SSA market portfolios, rather than focusing only on the large economies, particularly South Africa. In 2019, MNC strategies needs to focus on three aspects: preparing for downside risks; adapting to price-conscious and discerning customers and accelerating competition; and offering the right value proposition to customers to win in this environment.
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.Download eBook