‘Think beyond traditional markets’

South African companies have a major role to play in Africa as the tide finally turns for the continent, says Alwyn Nel, managing director of Kingfisher Freight Services. Involved in projects as far afield as North Africa, Nel believes the ability of South Africans to deal with any problem – big or small – as well as their versatility and reliability are big advantages. “There are many challenges for any business entering the African market – be it the lack of infrastructure or the policy and legal restrictions. Coming to terms with the numerous policies and procedures, while also dealing with maladministration, is part and parcel of everyday operations in Africa,” he says. “As South Africans we are in a unique position as we understand much of this but more importantly we are able to offer solutions to the challenges and get the job done.” He said it was important though that South Africans look further afield than the traditional neighbouring countries when they think Africa. “The boom is happening in areas where we have not traditionally had a presence so one needs to think out of the box and be willing to take up the challenges that come with working in regions such as East and West Africa,” he says. According to Nel the outlook is extremely positive with growth expected to continue for several years to come. “Volumes have been on the increase and we are predicting that our volumes for 2013 will surpass those of 2012. But with that growth it’s important to be in a position to offer the service that is required. The days of just loading cargo onto a truck and sending it into Africa with the hope that it will arrive some time are over. Africa is becoming sophisticated and expecting high service levels which requires operators to be innovative – with immediate solutions at hand for any problem that may occur.” Nel says doing one’s homework before taking on Africa was extremely important. “You have to know who you are dealing with and what the potential challenges and issues are. Knowing the countries and their infrastructure is just as important as having the experience to be able to deal with any crisis in a fast and efficient manner.” “Africa is not one country. Each and every country is different and has a unique set of problems. There is no one-size-fits-all approach in Africa and one must be able to adapt,” he said. CAPTION Alwyn Nel … ‘Do your homework.’