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The first 200 African banks ranking banks by region insurance exchange pfg northcenter and equity The first 100 companies
Chief Executive Officer Gabon - Michale pfg northcenter Page External Affairs Manager Morocco - Michale Page One (e) representative (e) permanent (e) to the United Nations International - International Organisation of the Francophonie Director of the Independent Office of Evaluation, International D2 - IFAD
To conquer the consumer, local brands compete multinationals. With fewer resources, they nevertheless achieved notable success.
A good 35 C in the shade. And printing thermometer mare to 40 C. An unusual heat strikes you on December 23, Ouagadougou. An old fridge to purr winded, straddling the threshold of a grocery store and the sidewalk holds a few beers in the fridge. It is a magnet passersby straining under the hot midday air. "And for you? Magna Brafaso or Premium? "Not pfg northcenter a chance. These are local beers may see the light of day, victims of an unequal pfg northcenter struggle between a local investor, Mohamed Pangueba Sogli, eager to generate new African brands creating Brasseries du Faso and the Castel group, which is divided the African beer market with the South African pfg northcenter SAB-Miller.
The idea of local beers is born from the desire to diversify the group SOPAM Burkina Faso (50 million euros of turnover), which operates, for example, a thermal power plant of 60 MW in Mali. In 2006, he invested 41 million euros in the construction of a brewery with a production capacity of 500,000 to 1 million hectoliters per day. Riding on a "beer market booming in Africa," says Mohamed Pangueba Sogli CEO SOPAM, the goal is to supply the Burkina Faso but also Benin, Togo, Ghana and Cote d ' ivory.
But the biggest brewery in West Africa, according to the Burkinabe businessman, who could employ 600 workers and create 75,000 indirect jobs, has never produced a single drop of beer since the end of the project, in 2008. Pangueba pfg northcenter Mohamed Sogli fails to meet with banks 8 million it lacks to start production (purchase of malt, hops ...). He sees the hand of the Castel group: "I have a letter of intent to Pierre Castel, who proposes 26 million. It made me realize that there is not room for two in West Africa. "" We have nothing to say, "replied the Castel group in Paris. It holds more than 90% of the local market through its subsidiary Brakina and two sites in Ouagadougou and Bobo-Dioulasso. The two bosses always negotiate.
This type of rivalry pfg northcenter between African and international brands is likely to increase under the combined effect of the return to strong growth in Africa, more than 5% per year, and the emergence of a middle class 95 million consumers who have spent $ 250 billion in 2010, according Proparco (a subsidiary of the French Development Agency). They will be 132 million in 2020 to a market of 450 billion euros. In 2040, the African middle class is expected to consume 1.3 billion euros per year.
Very favorable conditions which opens opportunities for local investors. It also invigorates international brands present pfg northcenter in Africa for decades (Coca-Cola, Nestlé pfg northcenter ...) and attracts those who had given up on the continent. This is the case of the Swedish Electrolux, the world number two appliances, which put his hand in October on the Egyptian pfg northcenter Olympic Group against a check for 340 million. With eleven production sites, the group of Cairo is the largest manufacturer of household appliances in North Africa. In retail, the arrival of a world leader, American Walmart, who wants to offer the South African pfg northcenter Massmart for 2.4 billion euros, is feared. The examples pfg northcenter are legion. As the Dutch Heineken, who grabbed 49.99% of the share capital pfg northcenter of the Company for the production and distribution of beverages (SPDB) in Tunisia in 2007. In Algeria, it is the German pfg northcenter Henkel sketched pfg northcenter in 2006 National Business detergents and cleaning products (Enad) and its famous brand Isis.
And the phenomenon is accelerating. "Africa is the last gold rush for multinationals, where will they go after? "Says David Murray, charged with consumer at Ernst & Young. For now, the battle for the conquest of the African consumer i