DRAFT COPY

AFRICA STRATEGY
Conversation Prep Notes (Draft)

Purpose: Personal preparatory notes for conversation

Type: Market Research
Date: 2014
Purpose: New market entry
Interested party: Unit of S&P 1000 corporation
Sector: Power equipment

Table of Contents
(Topics covered in this report)
Executive Summary……………………………………………………3
Opportunities in Africa………………………………………………..7
Macro-Economic Indicators…………………………………………15
Target Countries……………………………………………………….23
Target Sector Review………………………………………………….31
Strategic Issues………………………………………………………..56

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 DRAFT COPY Executive Summary

OVERVIEW

SUMMARY
This slide deck contains parts of personal notes I prepared in advance of a meeting. However,
this slide deck was never completed since I finished the rest of my notes by pen & paper during
my flight in.

THE SITUATION
I had a meeting with a division of a S&P 1000 corporation in late Spring 2014. During the
meeting I planned to discuss the rapidly growing market for power equipment and services in
Sub-Saharan Africa. I planned to talk about several topics, including how strong the customer
demand was, which products were most suitable for initial market introduction and what type of
market entry was most practical. I also needed to address uncertainties around the West Africa
equipment market at the time that had been caused by recent security concerns as well as pubic
health issues caused by an ongoing pandemic.

These notes include parts of the analysis I conducted in preparation for that meeting.

NOTICE:
The data, analytical techniques and management-problem-solving methodologies used here are acceptable
only for personal preparation. They are not of high enough quality for presentation to an executive team.

In addition, the analysis here has not yet been completed. That is why this is marked as a “DRAFT COPY”

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Source: World Bank, Country Reports, IMF, Expert Analysis
 DRAFT COPY Opportunities

AFRICAN COUNTRIES RANKED BY POWER NEED

Top 10 African countries listed by composite rank of power need Top 20 African countries arranged by
composite rank of power need
Rank from 1 to 40 based on the following metrics 1 Nigeria 11 Guinea-Bissau
Country Generator Power Combined Overall
ownership outages demand in Rank
2 Eq. Guinea 12 Sierra Leone
power 3 Gambia 13 Angola
consumption 4 Congo, DRC 14 Senegal
and capacity
5 Chad 15 Ethiopia
Nigeria 1 3 1 1 6 Kenya 16 Niger
Eq. Guinea 12 1 2 7 CAR 17 Cameroon
Gambia 10 5 3
Congo, DRC 17 6 4 4 8 Congo, Rep. 18 Madagascar
Chad 6 7 25 5 9 Tanzania 19 Zimbabwe
Kenya 13 19 6 6
CAR 4 2 35 7 10 Uganda 20 Togo
Congo, Rep. 2 4 36 8
Tanzania 22 16 5 9
Uganda 16 20 8.5 10

COMPOSITE RANK ANALYSIS: 3 lists with the top 40 countries by generator ownership, power
outages, and demand in power consumption and power capacity were merged into 1 composite
list that arranged each country by its average rank across these 3 metrics. Ethiopia and Egypt
both ranked very high in demand but low in power outages and generator ownership (Note:
Information for Guinea was not available for power outages and generator ownership)

NIGERIA
NIGERIA IS
IS THE
THE TOP
TOP OPPORTUNITY
OPPORTUNITY
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Source: World Bank, Country Reports, IMF, Expert Analysis