Public sector spending in Sub-Saharan Africa represents an outsized portion of the overall commercial opportunity for MNCs doing business in the region. FrontierView expects public sector spending – across 6 discrete customer segments – to represent 15% of the region’s GDP – more than any other region of the world except South Asia making these segments “too big to ignore.” Yet in a recent poll of FrontierView clients, nearly 60% of executives acknowledge that they aren’t reaching these customer segments for a variety of reasons. We believe now is the time to take action to capture this emerging growth opportunity.
This week I had the pleasure of interviewing William Attwell, Practice Leader for Sub-Saharan Africa, on our fascinating new management excellence study: Selling To SSA’s Public Sector. In this broad-ranging discussion, we cover: why executives should focus on prioritizing sector now, where we see the greatest opportunities in terms of industries and countries, defining the public sector’s customer segments, strategies for success, and key risks.
The Selling to SSA’s Public Sector research serves as a natural complement to last year’s flagship research on Capturing SSA’s Consumer Class. Any MNC executive with existing investments in SSA or considering making an investment in the region should make reading these reports a high priority. They are loaded with market intelligence, actionable strategic recommendations, and tools/frameworks for effective market planning.
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