Mutsa Chironga

Acha Leke

Arend van Wamelen

Susan Lund

Para explorar ainda mais o crescimento da África, consulte nosso<a href="/web/infographics/2011/05/mapping-africas-growth" target="-new"> infográfico interativo.</a>

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Reprint: R1105J
In the 2000s, the African economy finally began to stir. Africa is today the world&#8217;s third-fastest growing region, and its collective GDP is equal to Brazil&#8217;s and Russia&#8217;s. Africans spend nearly $900 billion on goods and services&#8212;far more than Indians do. Pent-up consumer demand on the continent is enormous, and so are the opportunities: Consider that telecom companies have added 316 million subscribers&#8212;more than the U.S. population&#8212;in Africa since 2000. 
Yet because of political instability and poverty, many companies have reservations about Africa. To help managers assess whether growth will continue there&#8212;and if so, where&#8212;McKinsey conducted an economic analysis of the continent and studied its consumer markets. The conclusion: Companies can no longer ignore Africa. But they need to manage risks, develop innovative strategies to deal with gaps in infrastructure and training, and recognize that it isn&#8217;t one market. There are four main types of economies: diversified, oil exporting, transition, and pretransition. Each presents a different set of opportunities and challenges, and executives must develop their strategies accordingly.

The Globe: Cracking the Next Growth Market: Africa

Reimpressão: R1105J Nos anos 2000, a economia africana finalmente começou a se agitar. A África é hoje a terceira região que mais cresce no mundo, e seu PIB coletivo é igual ao do Brasil e da Rússia. Os africanos gastam quase 900 bilhões de dólares em bens e serviços, muito mais do que os indianos. A demanda reprimida dos consumidores no continente é enorme, assim como as oportunidades: considere que as empresas de telecomunicações adicionaram 316 milhões de assinantes — mais do que a população dos EUA — na África desde 2000. No entanto, devido à instabilidade política e à pobreza, muitas empresas têm reservas sobre a África. Para ajudar os gerentes a avaliar se o crescimento continuará lá — e, em caso afirmativo, onde — a McKinsey conduziu uma análise econômica do continente e estudou seus mercados consumidores. A conclusão: as empresas não podem mais ignorar a África. Mas eles precisam gerenciar riscos, desenvolver estratégias inovadoras para lidar com lacunas na infraestrutura e no treinamento e reconhecer que não se trata de um mercado único. Existem quatro tipos principais de economias: diversificada, exportadora de petróleo, transição e pré-transição. Cada um apresenta um conjunto diferente de oportunidades e desafios, e os executivos devem desenvolver suas estratégias adequadamente.

O mundo: conquistando o pr&oacute;ximo mercado em crescimento: &Aacute;frica

Reprint: R1105J In the 2000s, the African economy finally began to stir. Africa is today the world’s third-fastest growing region, and its collective GDP is equal to Brazil’s and Russia’s. Africans spend nearly $900 billion on goods and services—far more than Indians do. Pent-up consumer demand on the continent is enormous, and so are the opportunities: Consider that telecom companies have added 316 million subscribers—more than the U.S. population—in Africa since 2000. Yet because of political instability and poverty, many companies have reservations about Africa. To help managers assess whether growth will continue there—and if so, where—McKinsey conducted an economic analysis of the continent and studied its consumer markets. The conclusion: Companies can no longer ignore Africa. But they need to manage risks, develop innovative strategies to deal with gaps in infrastructure and training, and recognize that it isn’t one market. There are four main types of economies: diversified, oil exporting, transition, and pretransition. Each presents a different set of opportunities and challenges, and executives must develop their strategies accordingly.

O mundo: conquistando o próximo mercado em crescimento: África

Resumo.

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