Page 6 - Strat mag_africa_1st quarter

CONTENTS Issue: First quarter 2014 10 42 54 COVERFEATURES 10 AFRICAN ISSUES: ECONOMIC GROWTH What the emerging market slowdown means for Africa. Will it impact the rise of the middle class and the development of broad-based consumerism? 16 TOURISM MARKETING: GLOBAL PERSPECTIVE Given that tourism accounts for nearly 10% of all global economic activity, it is an ideal way for Africa 36 INTELLECTUAL PROPERTY to forge a new reputation and generate growth With the continent’s businesses and innovators becoming more active worldwide, the need for proper 20 TOURISM MARKETING: protection of intellectual property has become vital 20 48 THE BIG SPENDERS The next big movement in high-end tourism will 39 COMPETITIVENESS come from the Chinese, who are likely to make up South Africa remains the most powerful economy over 33% of the market in a decade in Africa, but its competitive edge continues to be eroded by up-and-coming contenders 23 TOURISM MARKETING: GOING ONLINE Kenya-based SleepOut.com seems set to become 42 INTO AFRICA one of Africa’s biggest online booking portals for The battle of the burger brands hots up. A US-based holiday accommodation multinational believes it can capture a share of the continent’s burger-hungry consumers FEATURES 45 MARKET RESEARCH 26 The changing face of business and consumerism in 26 HOME-GROWN HEROES Africa means that quality market research is becoming Across the continent, businesses are lifting their more relevant – and achievable sights to focus on wider horizons than their home markets. Strategic Marketing Africa looks at some of 48 ONLINE RETAILING them While Internet-based shopping has become the norm in many parts of the world, Africa still remains a Dark 30 IN CONVERSATION: Continent when it comes to online retail REGULARS JENNIFER BARASSA Founder of marketing, advertising and promotions 52 INNOVATION 6 ON THE WEB agency Top Image, Barassa began as a home- Continual innovation is the key to winning in retail, Interesting snippets of marketing-related news based start-up. Today she employs 900 people where the need to differentiate from the competition that have appeared on the African Marketing in six countries is as great as it has ever been Confederation website recently 32 COUNTRY FOCUS: ETHIOPIA 54 CORPORATE SOCIAL RESPONSIBILITY 8 INTRODUCING THE A.M.C As its middle class grows and state control of the Today’s consumer is increasingly focused on issues of A look at the African Marketing Confederation economy eases, spending power and consumer sustainability in business and will pay a premium for and the members who make up this dynamic demand in Ethiopia are on the rise ethical goods and services new pan-African marketing body 4 strategicmarketingafrica First quarter 2014 First quarter 2014 strategicmarketingafrica 5