Is Africa a Market…?

Is there such a thing as the African Market…?

In marketing, most definitions of a market refer to a group of consumers or businesses that want or need to, can afford to, and are allowed to buy and use a product or service. So, strictly speaking, Africa is, of course a market. However, from a strategic stance, and in the case of a marketing strategy, it is probably not advisable to think of Africa as a (homogenous) market. Africa is, after all, not a country, or a nation… it is an entire continent! Africa is not only one of the largest “markets”, it is also arguably the most diverse continent.

UpFront – Reality Check: Africa is not a country

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