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  • 1. https://www.youtube.com/watch?v=h-amwNq8MFw

2. 08/09/20142Finprohttp://www.zana.international/zana-films/film/ 3. 12 Countries, 332 milpeople, 6,5 milkm208/09/20143Finpro 4. 08/09/2014 Finpro 4 5. 08/09/2014 Finpro 5 6. 08/09/2014 Finpro 6 7. 08/09/2014 Finpro 7 8. Featuresof theMarket08/09/20148Finpro 9. GDP per capita: East Africa08/09/20149Finpro0200400600800100012001400160019901991199219931994199519961997199819992000200120022003200420052006200720082009201020112012Ethiopia - GDP per capita, PPP (constant 2005 international $)Kenya - GDP per capita, PPP (constant 2005 international $) Rwanda - GDP per capita, PPP (constant 2005 international $)Tanzania - GDP per capita, PPP (constant 2005 international $) Uganda - GDP per capita, PPP (constant 2005 international $) 10. GDP per capita: East Africa + China08/09/201410Finpro010002000300040005000600070008000900019901991199219931994199519961997199819992000200120022003200420052006200720082009201020112012China - GDP per capita, PPP (constant 2005 international $)Ethiopia - GDP per capita, PPP (constant 2005 international $) Kenya - GDP per capita, PPP (constant 2005 international $)Rwanda - GDP per capita, PPP (constant 2005 international $) Tanzania - GDP per capita, PPP (constant 2005 international $)Uganda - GDP per capita, PPP (constant 2005 international $) 11. ChinaBrazilEUJapanShareofWorldRealGDP(%)AfricaisexpectedtohavethefastestgrowingpopulationandGDPintheworld,alongwithstrongGDPperCapitagrowthIncreasingrelevanceintheglobaleconomyDiversifiedGrowth=overthepastdecade,theservicessectorhascontributedover50%ofAfricasGDPgrowthLargeUrbanCenters=52citieswithpopulationsof1millionormore,comparabletoWesternEuropeRapidUrbanization=proportionofpeoplelivingincitiesishigherthaninIndiaandwillbeof50%by2030ExpandingMiddleClass=biggerthanIndia,50%ofAfricawillhavediscretionaryspendingpowerby2020AgriculturalPotential=60%oftheworld'suncultivatedarablelandEnhancedRegionalCooperation=Intra-Africantraderepresentsc.11%oftotalAfricantrade,withsignificantroomforgrowthAafricagiantUK2010Africa4%2050Africa12%Africa represents a frontier market with an attractive growth profile supported by healthy demographics and macro dynamicsIndiaSource:CIRA.|Sources:HarvardBusinessReview,CIRA.La 12. Source:RenaissanceCapital.Source:RenaissanceCapital.MobilePhoneExplosionVehicleSalesGrowthAviationBoomSource:GSMA.MobilesBroadbandConnectionsinAfricaAirPassengerTrafficinAfricaasImpliedbypercapitaGDPCorrelationsMotorvehiclestockandannualsalesasimpliedbypercapitaGDPcorrelationsMobilepenetrationisexplodingcreatingatechnologyleapfrogginginbankinginAfricaBoomingConsumerSpendingConsumerspendinginAfrica($bn)Source:BP.Source:AME.Source:McKinsey.AccelerationofOilProductionOilProductioninAfrica(MT)ForecastedMiningBoomIronOreProduction(mntons)1,0009008007006005004003002001000'00'01'02'03'04'05'06'07'08'09'10''11'12E'13E'14E'15E353025201510504540300200100040070060050020102020E2030E2040E2050EStockofVehiclesinAfrica(mn) AnnualCarSales(mn)05001,0001,5002,00020102020E2030E2040EAirTransportPassengers(mn)2050E10015025020035030040045050019661989201205010015020025020062008201020122014E2016E2018E2020E8601,40020082020E 13. 48956967789267181964779011910312311.5%11.9%11.7%11.8%13.4%13.1%200520062007200820092010IntraAfricaTradeOtherAfricanTradeIntraAfr.Tradein%oftotalAfr.TradeSource:EconomicCommissionforAfrica.MineralproductsPreciousStonesBasemetalsVegetableOtherproductsChemicalsTextilesNorthAm.LatinAm.EuropeAfricaMEAsia1.1%0.8%1.3%2.2%4.5%7.2%24.5%200320042005200620072008200920102011FDIfromEmergingmarkets(US$bn)FDIintoEconomicActivityShareofAnnualTotalProjectsandCumulativeCapitalValue(20032011)Manufacturing29.9%Extraction27.6%BusinessServicesRetailSales,marketing&supportConstructionElectricityICT&internetinfra. Logistics,distr.&transp.9972127185129338257250319240211342291292563480425538FDIfromDevelopedmarkets(US$bn)GrowthSupportedbyGrowingForeignInvestmentsandTrade12ProjectInvestmentsintoAfrica,SplitbetweenDevelopedandEmergingMarketsSource:InternationalTradeCenter.AfricasCurrentTradeStructureFDIFlowIntoAfricahasGrownStronglyChinaisamajorinvestorinAfrica,withFDIfromChinajumpingfrom$56mnin1996to$15bnin2011Infrastructure38.4%FDIIncreasinglyFocusedonInfrastructureSources:fDiIntelligence,Ernst&Young.Sources:fDiIntelligence,Ernst&Young.ExportsDestinationsStrongGrowthin AfricanTradewithSignificantIntra-AfricanTradePotentialAfricanTrade($bn)AfricasActiveTradeBlocsGrowingShareofWorldTrade2010Africa3%2030Africa5%2050Africa7%ExportsCompositionAfricasShareof theWorldTradeSource:CIRA.SADCCOMESAECOWASECCASEAC 14. populationis 43,8 millionpeople, 1/3 of themlivingin urbanareaspopulation is optimistic: 52% of Kenyans believe their household to be much better off in two yearsshopping population is young: 66% of them are between the ages of 25 and 40Expanding middle class is spending its way to comfort: in the home, in health and fitness, in state-of-the-art schools and in communication servicesFor the middleclassshopping malls are the place to beShoppingmallsareexpandingin main citiesGardenCity, a new 130, 000 m2 shoppingspaceis openingin mid2014 and willbethe largestin East AfricaThe growingMiddleClass08/09/201414Finpro610,000Kenyansspendmorethan$5,000 a year-the levelat whichhouseholdsbeginto spendmorethana halfof theirincomeon itemsotherthanfoodSizeof the middleclass(% of population)4,36%2,11%Rateof urbanizationPopulationgrowthKenyasSource: Afdb44,921,518,712,17,75,3KenyaEthiopiaUgandaTanzaniaRwandaBurundi 15. Consumer profileProfile of average consumer is changing rapidlyWealthier, better educated and increasingly conscious of priceUrbanitesleadthe wayIn Kenya consumption per capita per year is $1,526 while in Nairobi it is $2,827People are influenced by social media, their travel experiences, premium pay -TV and InternetEast Africans prefer luxurious, strong and visible brandsthey want to show what they can affordThere are no clear preferences for foreign or local brandsChallenge: consumers reluctance to change brandsFlipside: instinctive brand loyalty once you get itSome products tailored to suit local conditionsE.g. Samsung Built for Africa products are designed for blackouts.08/09/201415FinproPrime drivers for purchasing decisions:RecommendationAffordabilityAvailabilityFamiliarity 16. ConsumersThe number of dollar millionaires in Nairobi is the fifth largest in Africa, and is expected to exceed 8,000 in 2020The highincomeclasscreatesthe demandfor luxuryproducts: Bentleys, Aston Martinis, Porschesand Jaguarscanbeseenin the streetsof Nairobi.08/09/201416FinproIn East Africaabout2 millionpeoplebecomeadultseveryyearYoung people increase the demand for consumer goods as they are more eager to consume and try new products than the elderlyEspecially young consumers are adopting a Western lifestyle as well as Western style consumer behaviorBy 2040, Africawillbehome to onein fiveof the planetsyoungpeopleand and the worlds largest. In two generations it will have half of the worlds population under 25.Young ConsumersChinaKenya6.3%4%The HighIncomeClassThe share of highest income people in Kenya is projected to grow by 6,3% annually from 2011 to 2020, one of the highest rates in the world (4% in China) 17. UchumiTuskysNakumatt$670m$300m$180mSupermarketsNakumatthas46 branchesin East Africa, mostlyin Kenya, and itsvaluationhasrisen2,5 timesin fouryearsto $400 millionChandaranaFood Plus hasa 2,5% national marketsharein Kenya, buttheytargetthe highincomenichein Nairobi with 8 branchesSouth AfricanMassmartenteringthe marketbefore12/2014The top 5 Supermarketsarebrandingtheirownlabelsaggressively 08/09/201417FinproLargestretailers(revenuein 2013, USD)Shareof populationthatshop in supermarkets/ otherformalretailersweekly:55% of Kenyans45% of Ugandans45% of TanzaniansThe consumption patterns are changing fastest in cities making a ready market for consumer goods. Retailers look beyond purely national markets concentrating in cities in the region. 18. OnlineShoppingNew onlineshoppingsitesarebeinglaunchedcontinuallyBidorBuy, OLX, Nation Media GroupsN- soko, Jumia, Cheki, Rupushops, Closet49 and MamaMikes.E.g. Jumia attracts13,000-20,000 Kenyansdaily to itswebsiteand hasa common ownerbasewith GermanZalandoThe mostpreferredand common paymentmethodis cashon delivery, butM-Pesaand creditcardsarealsoan option for payment08/09/201418FinproThereare16,2 millionInternet usersin Kenya.In urban Kenya, Internet penetration stands at 78%, propelled by affordable mobile broadband and high penetration (95%) of Internet-capable mobile devices.47% of people in Nairobi connect to the Internet daily 19. FoodThe consumptionpatternsof food arechangingrapidlyNew foodswillbedemandedbymiddleclassurbanitesas peoplechangetheireatinghabits: The demandfor pasta, energydrinks, cheese, wines, bakeryproducts is increasingFastfoodshavepickedupin popularityas city life becomesfaster, e.g. KFC and Subwayhaveopenedshops. Localfastfood chainssuchas Kenchicand Pizza Inn haveexpandedin recentyearsConcernsabouthealthyeatingarestartingto show in the offeringof products and the consumptionof lowfat, lowsugarand functionalfood productsSweetsarenotas popularas in Finland, butthereareglobalbrandslikeWerthersand ChupaChupsPanda licoriceis soldin supermarketsand healthfoodstoresin Kenya08/09/201419FinproThe first ever Nairobi Kitchen & Food Festival, held in July 2014, advertises itself as a a huge celebration of all things culinary. 20. Superfoods, DietaryNutrition, DietarySupplementsHealth spending increases as people become wealthier and life-stylediseasesbecomemorecommonNewspapersand magazineshavelifestyleand healthsectionsOrganicfood products aregainingpopularity. Theyaremarketedas the healthyoption.Health blogshavelotsof followersand offere.g. cookingcoursesTherearesmallhealthstoresconnectedto gymsand healthcenters, as wellas healthsectionsin grocerystoresin KenyaHealthyU healthstoreshaveoutletsin the biggestmallsin Nairobi, and an onlinestore. Theyalsooffernutritionalconsultationonline.08/09/201420FinproOpportunities: superfoodssuchas fiber, northernsuperberries, oat products 21. Case: EatoutEatOutis changingnotonlyeatinghabitsin the region, butthe restaurantsthemselves, e.g. bypartneringwithWaziWifiand Google to encouragerestaurantsto set upwifihotspotsSafaricomand KopoKopoto encourageacceptanceof mobile payments08/09/201421 FinproEatOutis an online restaurant guide and reservations service based in Kenya.Itwasfoundedin 2009 and by2014 ithadexpandedto Uganda, Tanzania, Rwanda, Burundi and Ethiopia. Itis planningto enterlargermarketssuchas South Africaand Egypt.It provides menus, reviews, virtual tours, offers, and event information for consumersItis availableas a mobile applicationEatOutalsocooperateswith the printpress: Ithasitsownrestaurant reviewcolumnin Business DailyYummybyEatOutis a food and lifestyleblogthatprovidesfood relatednews, reviewsrestaurantsand barsand advertizesevents. Italsohasrecipesand a wineand drinksguide. YummyClub membersgetdiscountsin specified restaurants. 22. DairyProductsKenyas milk consumption levels are among the highest in the developing world.4.2 billion litresannually, growing at around 2% per yearMilk soldin supermarketsin Kenyais mostlypasteurizedand homogenizedfreshmilk, butUHT milkis alsoavailableMostof milkis consumedwith otherbeveragessuchas teaDairyproducts comemostlyfromlocalcompanies, butthereis a growingmarketfor importeddairyproducts, e.g. cheeses08/09/201422FinproPremiumisationand healthyindulgence: there has been an emergence of products targeting the middle class: yoghurts, low fat products, cheeseConvenience: Dairy industry has the opportunity to expand the formats of its products to the eat-as-you-go market; small packs of ready-for-consumption products and snacksAffordability: lower priced packaging formats such as plastic pouches, longer shelf life products, smaller pack sizesTrendsand opportunities 23. Case: HeinekenDutchbrewerHeinekenopeneda regionalheadquartersin Nairobi in 2011 to drivegrowthof itsbrandsin the East Africanbeermarketsparkinga marketsharewarwith East AfricaBreweriesLtd. and SABMillerAimedat the emergingmiddleincomeconsumerbaseof Kenya, ithaseateninto EABLsTuskerMaltsmarketsegment. Ithasalsobroughtaboutstrategicshiftsand rebrandingeffortsbythe brewinggiantHeinekenimportsbeerfromEurope and usesa localpartnerMaxamLtd. for distribution.Improvingdistributionis itskeyfocusin increasingitsmarketsharein the fastgrowingpremiumbeermarket. Itrecentlyannouncedplansto investin infrastructureto meetthe evergrowingdemandin East Africa.In early2014 itannouncedbuildinga 127 millioneuroprocessingplant in Ethiopia.08/09/201423 FinproHeineken is targeting the middle class market with savvy marketing campaigns and events and has gained a reputation for throwing excellent partiesMostrecentlyitlaunchedDesperados, a tequila flavoredbeer, whichitmarketsas the ultimate party beer for young energetic adults.HeinekenGold Bar at Carnivore, a highendrestaurant and concertvenue, is saidto haveraisedthe barfor Nairobi nightlife-as the marketingslogangoes. 24. Hienoa !08/09/201424 Finpro 25. Health SpendingMiddle class is the key driver of healthcare expenditure in Kenya and the regionSpending on medical care and other healthcare products is growing rapidlyPrivate insurance provides access to health services for the growing the middle-classIn addition to several credible local providers, international health insurers (e.g. Bupa) have established themselves in the market08/09/201425 Finpro0,75 m1,5 mNumberof privatemedicalinsurancecoversin Kenya20092013Privateexpenditureon healthas a shareof totalexpenditureon healthin Kenya(2012)62%Diversified insurance products are reaching ever more peopleLinda Jamii, a medical insurance product by Safaricom, Britamand Changamkaallows their clients to purchase insurance through mobile phonesUAP Insurance coverscanbeboughtat Uchumisupermarkets. Customerspurchasea scratchcardand activatethe insurancepolicybysendingan SMS 26. Health and Wellbeing: GymsKenyahaswitnesseda proliferationof gymsin recentyearsin tandem with the expansionof the middleclassChangingbeauty normsas wellas increasingcasesof obesitycontributeto the trendGymsaremostoftensituatedin shoppingmallsTheyofferan increasingvarietyof aerobicsand danceclassesZumbais extremelypopularYoga studiosarepoppingupas partof a wellbeingand lifestyleboomManystarttrainingbyhiringa personaltrainerInstructorsarealsoavailablein mostgymsas methodicalexcercisingis a relativelynew phenomenon08/09/201426 FinproRacing SportsGymopenedin Westlands, Nairobi, in April2014. By Julyithadapprox. 72 visitorsper dayand andthe numberof memberswasexpectedto doublewithinthreemonths. In additionto regulargymequipmentitalsohasa cardioroomand a studio for aerobics, pure stretchand crosstraining. 27. 08/09/2014 Finpro 27 28. Mostnew apartmentsareoptingfor a fittedkitchenand bathroom. The numberof companiesofferinghighqualityfittedkitchensolutionsin Kenyahasincreasedfrom3 to morethan10 in the past5 yearsPrafulchandraand Brothers Ltd have supplied Italys leading kitchen design brands since 2011 (e.g. Scavolini)Duravit, a supplierof bathroomceramicsand furniturehasopenedan outletin NairobiBoomin the realestatemarketshasled to increaseddemandfor goodqualitybathroomand kitchenfurniture.Style of new apartmentsis Western and highqualitymaterialsareusedfor the surfacesWoodenfloorsand especiallylaminatesarepopularThereis a growingmarketfor exclusivefurnitureand carpentryHousehold08/09/201428FinproHotpointAppliancesLtd, Sarit Centre, NairobiPanesarInteriorshasmanufacturedhighendfurnitureand interiorsin Kenyasince1948 29. Popularityof decoratinghouseand qualityhouseholdtextilesis growingContemporaryfurniturestyle, likeItalian and Scandinavian, is gainingpopularityAn increasing amount of furniture is imported, and much of it is sold in supermarkets.Davis and Shirtliffreports supplying more than 4000 saunas to private homes in KenyaHousehold08/09/201429FinproKaribu Italysshowroomin IdealInteriorExpo, East Africasbiggestinteriordesign exposition, heldfor the 4th timein Nairobi in 2013. Karibu Italyimportsitalian brandsfor home furnishingto Kenyaand the widerEast Africaregion.People areinvestingin betterappliancesand products suchas dishwashersand vacuumcleanersDemandfor goodqualitykitchenwareincreasesas peopleareupgradingto bettertoolsRossettihouseholdtoolsarenowsoldin NakumattGlasswareBoConcept, a Danishfurnitureretailer, openeda storein Nairobi in 2013 30. 30 9/8/2014 FinproINFRASTUCTUREMINING 31. 08/09/2014 Finpro 31 32. 08/09/2014 Finpro 32 33. 08/09/2014 Finpro 33 34. 08/09/2014 Finpro 34 35. 35 9/8/2014 Finpro 36. 36 9/8/2014 FinproCONSTRUCTION 37. 08/09/2014 Finpro 37 38. 08/09/2014 Finpro 38 39. 08/09/2014 Finpro 39 40. 08/09/2014 Finpro 40 41. 08/09/2014 Finpro 41 42. 08/09/2014 Finpro 42 43. 08/09/2014 Finpro 43 44. 08/09/2014 Finpro 44 45. 45 9/8/2014 Finpro 46. 46 9/8/2014 Finpro 47. 48 9/8/2014 FinproAGRICULTURE & FOOD PROCESSING 48. 08/09/2014 Finpro 49 49. 08/09/2014 Finpro 50 50. 08/09/2014 Finpro 51 51. 08/09/2014 Finpro 52 52. 53 9/8/2014 FinproENERGY 53. 54 9/8/2014 Finpro 54. 08/09/2014 Finpro 55 55. 56 9/8/2014 FinproRETAIL 56. 08/09/2014 Finpro 57 57. 58 9/8/2014 Finpro 58. 08/09/2014 Finpro 59 59. 62 9/8/2014 Finpro 60. 63 9/8/2014 Finpro 61. 64 9/8/2014 Finpro 62. 08/09/2014 Finpro 65 63. 66 9/8/2014 FinproHEALTH CARE 64. 67 9/8/2014 Finpro 65. 68 9/8/2014 Finpro 66. 69 9/8/2014 FinproICT 67. 70 9/8/2014 FinproEuropeAfricaMobile phonesubscriptionsIn 2013 11.5mKenyanstransferred$22bn via mobile money with 732mtransactionsBRICS trade with Africa reached $340bn in 2012.Intra-African foreign direct investments grew at 32.5% compound annual growth rate from 2007- 2011New projects by Kenya and Nigeria-based firms to the rest of the continent grew at record rates of 77.8% and 73.2% respectivelyMobile phones have added 1%a year to Kenyan GDP growth since 2000$1.3bnIn Kenya, investment grew from virtually zero in 2009 to $1.3bnin 2010ChinasFDI into Africahasrisen30-foldin the pastdecade14.7bn0.5bn 68. 08/09/2014 Finpro 71 69. 73 9/8/2014 Finpro 70. 74 9/8/2014 Finpro