Buy essay on Africa Rising: How 900 Million African Consumers Offer More than You Think

Having more than 900 million consumers, the African continent is a fast growing market which is one of the most prospective in the whole world. In the book “Africa Rising”, the famous global business consultant, the author of the famous book “The 86 Percent Solution”, who is the leading expert on marketing to emerging markets Vijay Mahajan describes this outstanding marketplace in all its wealth and complication, and helps companies to discover the great opportunity it gives.
The book consists of 2 parts: The African Opportunity and Realizing the Opportunity, in which the author helps to find out how global and local companies are succeeding in Africa and learn lessons readers can get the profit there, too. He also shows the richness and complexity of the continent, its variety of markets, and emphasizes the best opportunities on the continent.
Vijay Mahajan tells the stories which are rarely heard by western executives and managers: the stories of African entrepreneurs, businessmen, executives, companies and enterprises that understand the significant and strong opportunities of the market and capitalize on them. He explains that Africa’s successful and failing of companies which have learned about being successful on the continent… He gives and examples how Coca-Cola executives in Nairobi “walk with the market”… (Mahajan 140) and what Unilever has studied from its “consumer safaris”( Mahajan 160) Mahajan shows how Guinness is still learning how to be an authentically African;

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how global enterprises are overcoming Africa’s specific economic, political, and resource challenges and how local companies are getting profit even in economically poor states like Rwanda. The author depicts how enterprises are mining the growing “black diamond” middle class of South Africa; how investment from abroad is increasing even in such politically mismanaged countries like Zimbabwe… how such big countries India and China are staking out powerful positions throughout Africa. If to make the long story short, in the time when it is more and more difficult to achieve growth, Vijay Mahajan’s book “Africa Rising” explains what may be the biggest untapped growth opportunity.

Work Cited

Mahajan, Vijay. Africa rising: how 900 million African consumers offer more than you think. (2009). Print.