Throughout the text, there are many examples of regional and country profiles, and how important they are to getting a decent understanding of how strategy should be constructed for that region/country. In spite of the fact that many businesspeople inherently understand that Europe and Asia are not unified markets, many company strategists regard Africa as one entity—and attempt to market to “Africa” without breaking out individual countries, languages, cultures, governmental systems, and so forth.
**Using the Websites below as examples:
1. How would you break down the continent of Africa into individual markets? How are cultures, languages, history (especially the colonial legacy) different and important?
2. Would you market to a West Coast African country differently than an East Coast African country? Are countries like Morocco truly “African”?
Business Profile for Kenya
World Travel Guide
State Gov; Kenya
Africa Open for Business
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