I HAVE always emphasised that to successfully enter any market across the African continent, you must be unwavering in your vision but adaptable in your execution.
I firmly believe in the mantra, “improvise, adapt, overcome”, which has guided my journey across Africa and played a key role in my success.
Stubborn on vision
African markets are diverse and conditions vary significantly from country to country, having a clear and unwavering vision is critical. This vision should guide your long-term goals, whether you are focusing on sustainable growth, expanding into new regions, or fostering innovation.
In times of economic and political uncertainty, a strong vision keeps your business anchored and provides a sense of purpose that resonates with stakeholders, employees, and customers alike.
Flexible on execution
The execution of this vision must be flexible to accommodate the unique challenges and opportunities present in African markets. Political instability, currency fluctuations, and shifting regulatory environments are common hurdles that require adaptive strategies. Flexibility might involve adjusting your product offerings to meet local needs, leveraging partnerships to navigate regulatory complexities, or reconfiguring supply chains to mitigate risks.
Improvise: Innovation in adversity
- Open letter to President Mnangagwa
- Feature: ‘It’s worse right now than under Mugabe’: Sikhala pays the price of opposition in solitary cell
- Masvingo turns down fire tender deal
- Human-wildlife conflict drive African wild dogs to extinction
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Improvisation is crucial when standard strategies fall short. In Africa, where infrastructure challenges and #resource constraints can be significant, companies that improvise are those that find innovative solutions to deliver value.
This might mean using alternative #distribution channels, adopting mobile technologies to reach underserved populations, or creating products tailored to local tastes and needs. Improvisation is not just a choice but a necessity for survival and growth.
Adapt: Flexibility as an advantage
Adapting to the rapidly changing conditions across African markets is key to maintaining a competitive edge. Whether dealing with unexpected political shifts, changes in consumer behavior, or economic downturns, businesses must be nimble.
This could mean diversifying your market presence across different countries to spread risk, adjusting pricing strategies to remain competitive, or shifting focus to more resilient sectors like agriculture or technology.
Adaptation ensures that your business remains relevant and can capitalise on new opportunities as they arise.
Overcome: Persistent effort
Overcoming challenges in Africa requires persistence and resilience. Success often comes from the ability to navigate a series of obstacles —whether it is overcoming bureaucratic hurdles, securing financing in tight credit markets, or building trust in new communities. In Africa, overcoming one challenge often leads to another, but this cycle of #resilience strengthens your business and prepares it for future growth.
- Jayaratnam is a senior business leader based in Singapore with global experience in driving business growth in emerging markets.
