RoW Intelligence


African Markets Require Specialized Analysis

Who really knows what is going on in RoW markets?  How can your company do business there?

The very term ‘RoW’, which stands for “Rest of World”, implies that these markets are an afterthought to a separate primary focus.  The term is traditionally employed in the automotive sector to designate a group of markets whose volume profile and regulatory frameworks are such that manufacturers supply them with products that are designed to fit a range of similar markets rather than a specific country.   By contrast; countries that demand enough volume to attract manufacturers’ attention create stringent homologation requirements around issues like emissions, safety, and fuel quality specifications that manufacturers must adhere to for their imported products to clear customs.

Many RoW markets also happen to be African markets.  With African populations and incomes skyrocketing, these markets are growing fast. Businesses have started to realize that African markets represent a real consumer base.  The mobile phone explosion on the continent  has been a key sign for global investors.  With SIM card penetration now greater than half of the total continental population, large international corporations are becoming aware of these new consumers.  Markets that were formerly only considered nameless parts of the RoW conglomerate are developing into their own distinct entities.

But who is tracking how they consume, why, and where?  Who knows how to market to the African consumer?  These are the questions Nuevva answers every day.  Nuevva believes that understanding emerging RoW markets in Africa is crucial to selling products and services there.  Resource booms in eastern, southern, central, and west Africa mean that many more consumers have disposable income.  Salaries are rising for professionals throughout the continent, and a real middle class is forming.
Nuevva designs its Africa marketing strategies around two key principles.
  • First, we must recognize Africa and specific markets as real and independent entities.  It is not enough to simply change the images or the language on our marketing collateral.  African consumers are culturally and socially different, and deserve a different approach.  Nuevva harnesses our deep understanding of Africa for the businesses, products, and services we market.
  • Second, African consumers and countries are ready for a different consumption experience.   Selling in Africa should no longer be extractive or exploitative, instead market activities should be linked to encouraging development in local African communities to strengthen tomorrow’s middle class consumers.  And in the global context of growing resource scarcity and blossoming populations, those consumers will see growing limits to their consumption options.  If companies selling products and services in Africa can promote more sustainable consumption, the outcome will be safer for our world.

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2 Responses to “RoW Intelligence”

  1. Mckinley
    May 29, 2012 at 10:56 am #

    It’s a shame you don’t have a donate button! I’d certainly donate to this outstanding blog! I suppose for now i’ll settle for book-marking and adding your RSS feed to my Google account. I look forward to fresh updates and will share this blog with my Facebook group. Chat soon!

    • Nuevva
      May 31, 2012 at 3:00 pm #

      Thanks for the support! Please also like us on!

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