Imperial plans growth through acquisition

As companies increasingly set their sights on Africa – thanks to the numerous opportunities on the continent – understanding the different markets is central to success. For Cobus Rossouw, chief integration officer of Imperial Logistics, growth in Africa is not achieved from an office in Johannesburg. “The opportunity lies in “becoming part of the African countries” to which one is expanding,” he explains. “There has to be a commitment to work with, and for, Africa rather than “parachuting in” and expecting a “one-size fits all” strategy to unlock the continent’s potential.” With the International Monetary Fund (IMF) predicting that no continent will grow more strongly than Africa over the coming years, Rossouw says the opportunities are endless. “Statistics reveal that Africa has the fastest growing and youngest population in the world, and that the region’s consumer-facing industries are expected to grow by over $400bn by 2020,” says Rossouw. “But any company aiming to successfully expand into Africa needs to understand that there is not a single, standard approach that can be applied to the whole continent. Distinct consumer segments exist, with significant variation by country.” It is with this in mind that one should approach Africa. “You have to be smart about Africa, while working in Africa,” he says. Imperial Logistics has launched an extensive expansion drive into Africa which will see the company investing heavily in developing corridors, while more local partnerships are being forged to help clients benefit from the mass consumerisation of Africa. With their focus on the continent in the pharmaceutical and FMCG space, they also plan to grow their presence in Africa through the acquisition of local businesses, says Rossouw. There is no denying that Africa poses unique challenges that require innovative and sustainable solutions. For Rossouw this means that logistics companies will have to find differentiating factors in light of stiff competition. “We understand the testing African marketplace,“ he says, “where agility and flexibility are critical. A partnership approach will be key to our ongoing success in Africa.” INSERT & CAPTION There has to be a commitment to work with, and for, Africa rather than “parachuting in” and expecting a “one-size fits all” strategy to unlock the continent’s potential. – Cobus Rossouw