MNM2615 SUMMARY MARKETING IN AFRICA

MNM2615 SUMMARY MARKETING IN AFRICA SU 1: MARKETING IN AN AFRICAN CONTEXT The Impact of Regional Economic Communities on Africa’s Marketing Strategies • RECs in Africa a group of individual countries in sub regions that have come together for the purpose of achieving greater economic integration. • The main aim of RECs is to improve cross-border exchange of goods in order to improve the community’s economy. • The key roles are to ensure peace, security and stability in the countries. • RECs were established to improve political, legal and economic development of the continent and has become a significant influence in assisting Africa on its journey of becoming a developed continent. • RECs are challenged with working with governments, civil society and the African Union Commission to raise the standards of living of the people in Africa, and the progress and development of the continent through economic growth and social developments. • The RECs are central to various transformation programmes of the continent. • RECs enlarge the target market and also lead to an increase in competitors. • Marketing needs to be customers for African consumers. • According to the African Union, in order to address issues of regional economic integration, peace, national rights, cross-border communication, stability, cross-border education systems, illegal border activity and the international exploitation of natural goods, countries on the African continent have joined forces to form trading or economic blocs. • RECs (also known as ‘building blocks’) are federations between African countries in sub-regions. The following RECs or recognised by the African Union: RECs Members Aim Arab Maghreb Union (UMA) Algeria, Libya, Mauritania, Morocco, Tunisia. Improving cooperation between regional institutions and international dialogue. The empowerment of the independence of Union member states. Common Market for Eastern and Southern Africa (COMESA) Burundi, Comoros, Democratic Republic of Congo, Djibouti, Egypt, Eritrea, Ethiopia, Kenya, Libya, Madagascar, Malawi, Mauritius, Rwanda, Seychelles, Sudan, Swaziland, Uganda, Zambia, Zimbabwe. Creating a free trade region- focusing on growth and development between the free trade regions, improving economic activity and cross-border economic activity, improving peaceful and performance-enhancing dialogue between member states, and increasing international communication and trade. Community of SahelSaharan States (CEN-SAD) Benin, Burkina, Faso, Cabo Verde, Central African Republic, Chad, Comoros, Côte, d’Ivoire, Djibouti, Egypt, Eritrea, Gambia, Ghana, Guinea, Guinea Bissau, Kenya, Liberia, Libya, Mali, Mauritania, Morocco, Niger, Nigeria, São Tomé and Príncipe, Senegal, Sierra Leone, Somalia, Sudan, Togo, Tunisia. Improving the economic, cultural, political and social integration of the member countries. East African Community (EAC) Burundi, Kenya Rwanda, Uganda, United Republic of Tanzania. Developing of programmes and policies to improve cooperation between member states concerning economic, political, cultural, defence and legal affairs. Establishing a monetary union. Economic Community of Central African States (ECCAS) Angola, Burundi, Cameroon, Central African Republic, Chad, Congo, Democratic Republic of Congo, Equatorial Guinea, Gabon, São Tomé and Príncipe. Improve free trade between member states Maintain peace. Develop political stability and a culture of human integration