The document presents the results of a project to conduct external environmental scanning of 17 African nations and 2 Asian nations for business development opportunities for an Indian power company. Key findings include gaps between electricity production and consumption in many countries, with opportunities to increase sales of inverters, batteries, and UPS products. Recommendations focus on targeting countries with power crises, export companies, automotive importers/exporters, and forming strategic alliances to penetrate new markets.

1. Project Title: “External Environmental
scanning of African nations”
Presented to you by:
Vinni Abhishek
Summer Trainee
Luminous Power Technologies Pvt. Ltd
International Business
E.Mail:vinniabhishek@hotmail.com

2. Structure Followed
•Introduction to the Project
•Research Objective
•Demographic Study of the concerned nations
•Analysis
•Findings
•Recommendations

3. Introduction to the project
African Nations chosen for Business Development project entitled “External Environmental
scanning of African nations along with Asian nations (Srilanka and Nepal) are as follows.
ANGOLA
BURKINA FASO
CONGO
EGYPT
ETHIOPIA
GHANA
IVORY COAST
KENYA
MOZAMBIQUE
MALAVI
NEPAL
SRILANKA
SUDAN
TANZANIA
UGANDA
ZAMBIA
ZIMBABWE

4. A view at Africa

5. RESEARCH OBJECTIVE
Objective of the project entitled “External environmental scanning of African nations
for business development is
•To identify the existing and emerging marketing opportunities in desired markets
•Monitoring the environmental changes in markets targeted for business development
activities.
•The main objective of study is to find out a potential market for inverter, battery and
UPS in concerned nations for Luminous Power Technologies.

6. SCOPE OF THE RESEARCH
•Marketing Environment Research
•Distribution Research
Research Sources
Embassies of the assigned nations as well as different business to business websites.

7. RESEARCH DESIGN
Potential market Objective
Embassy Government sites & Business websites
Data
DATA
PRODUCT
Battery Inverter UPS
For searching potential market (for a company dealing in Power Backup Products) in
African nations we needed some informational data and I have collected it from
Embassy of respective countries and government websites.

8. DATA COLLECTION METHOD
•This research is based on secondary data and all informations are
collected by Embassies of the assigned countries and other
government websites.
•Apart from this I have also collected informations from commercial
attaché of the various Embassies and competitor’s websites.

9. TECHNIQUES
The motive to scan the external environment of these nations is to
explore business opportunities in concerned nations which required
some of the techniques like
•PEST analysis : know about the countries business environment
•GAP analysis : Gap between electricity production and consumption.
This research is Exploratory Research. we have done environmental
analysis and focused on understanding the markets

10. AFRICA
A: Amazing
F: Favourable & Fantastic
R: Resourceful
I: Investment
C: Country
A: All together
•The word “AFRICA” used to be once known as a DARK CONTINENT but with the
passage of time the dark continent of past is now referred as today’s “ BLACK GOLD
SHINING CONTINENT” consisting of immense resources ,unbelievable opportunities.
•This fast developing continent is today’s every countries’ gateway to invest, to
trade, to live and to develop in commercial terms. Africa is an emerging hub for
resources with leading world powers eyeing the continent for its soil and natural
resources

11. Power generation comparison
South Africa vs. Sub Saharan Countries

12. GAP ANALYSIS
Countries Electricity Production Electricity consumption
Angola 3.722 billion kwh 5.173 billion kwh
Burkina Faso 611million Kwh 1000 million Kwh
Congo 8.217 billion Kwh 5.997 billion Kwh
Egypt 118.4 billion Kwh 104.1 billion Kwh
Ethiopia 3.46 billion Kwh 3.13 billion Kwh
Ghana 6.746billion kwh 5.702 billion Kwh
Ivory Coast 5.275 billion Kwh 3.231 billion Kwh
Kenya 5.223 billion kWh 4.863 billion kWh
Malawi 1.690 billion kwh 1.572 billion Kwh
Mozambique 15.91Billion kwh 10.16 Billion kwh
Sudan 4.341 billion Kwh 4.438 billion Kwh
Tanzania 3.786 billion Kwh 4.438 billion Kwh
Uganda 2.256 billion Kwh 2.068 billion Kwh

13. Cont’d
Countries Electricity Electricity
Production consumption
Uganda 2.256 billion Kwh 2.068 billion Kwh
Zambia 9.752billionkwh 8.838 billion kwh
Zimbabwe 8.89 billion Kwh 10.89 billion Kwh
Nepal 2.6 billion Kwh 2.243 billion Kwh
Srilanka 9.901 billion kwh 10.901 billion Kwh

14. Countries’ overview
ANGOLA
Geographically: Located in Southern Africa, bordering the South Atlantic Ocean
between Namibia and Democratic Republic of the Congo
Area:
Total:1,246,70sqkm
Burkina Faso
Capital: Ouagadougou
Geographically: Located in Western Africa to north of Ghana
Area:
Total: 274,200 sq km

15. Democratic Republic of Congo
Capital: Kinshasa
Geographically: Located in Central Africa to the northeast of Angola
Area:
Total: 2,344,858 sq km
EGYPT
Capital: Cairo
GEOGRAPHICALLY: Located in Northern Africa, bordering the Mediterranean Sea,
between Libya and the Gaza Strip, and the Red Sea north of Sudan, and includes the
Asian Sinai Peninsula
Area
Total: 1,001,450 sq km

16. ETHIOPIA
Capital: Addis Ababa
GEOGRAPHICALLY: Located in Eastern Africa, west of Somalia
Area:
Total: 1,104,300 sq km
GHANA
Capital: Accra
GEOGRAPHICALLY: Located in Western Africa, bordering the Gulf of
Guinea, between Cote d'Ivoire and Togo
Area:
Total: 238,533 sq km

17. KENYA
Capital: Nairobi
GEOGRAPHICALLY: Located in Eastern Africa, bordering the Indian
Ocean, between Somalia and Tanzania
Area
Total: 580,367 sq km
MOZAMBIQUE
Capital: Maputo
GEOGRAPHICALLY: Located in South-eastern Africa, bordering the
Mozambique Channel, between South Africa and Tanzania

18. MADAGASCAR
Capital: Antananarivo
GEOGRAPHICALLY: Location Southern Africa, island in the Indian Ocean, east of
Mozambique
Area:
Total: 587,041 sq km
MALAWI
Capital: Lilongwe
GEOGRAPHICALLY: Located in Southern Africa, east of Zambia
Area:
Total: 118,484 sq km

19. SENEGAL
Capital: Dakar
GEOGRAPHICALLY: Located in Western Africa, bordering the North Atlantic
Ocean, between Guinea-Bissau and Mauritania
Area:
Total: 196,722 sq km
SUDAN
Capital: Khartoum
GEOGRAPHICALLY: Located in Northern Africa, bordering the Red Sea, between Egypt
and Eritrea
Area:
Total: 2,505,813 sq km

20. TANZANIA
Capital: Dar es Salaam
GEOGRAPHICALLY: Located in Eastern Africa, bordering the Indian Ocean, between
Kenya and Mozambique
Area:
Total: 947,300 sq km
UGANDA
Capital: Kampala
GEOGRAPHICALLY: Located in Eastern Africa, west of Kenya
Area:
Total: 241,038 sq km

21. ZAMBIA
Capital: Lusaka
GEOGRAPHICALLY: Located in Southern Africa, east of Angola
Area:
Total: 752,618 sq km
Zimbabwe
Capital: Harare
GEOGRAPHICALLY: Located in Southern Africa, between South Africa and Zambia
Area:
Total: 390,757 sq km

22. NEPAL
Capital: Kathmandu
GEOGRAPHICALLY: Located in Southern Asia, between China and India
Area:
Total: 147,181 sq km
SRILANKA
Capital: Colombo
GEOGRAPHICALLY: Located in Southern Asia, island in the Indian Ocean, south of India
Area:
Total: 65,610 sq km

23. Demographic Analysis
Country Population GDP(REAL) /Capita Electricity
Income production
Angola 13338541 5.9% $8700 3.722 billion Kwh
Burkina Faso 16751455 5.2% 1200$ 611millionKwh
Congo 71712867 3% 300$ 8.217 billion Kwh
Egypt 82079636 5.3% $6200 118.4 billion Kwh
Ethiopia 90873739 7% $1000 3.46 billion Kwh
Ghana 24,791,073 4.7% (2010 $1,600 6.746 billion kWh
est.) (2010 est.)
Kenya 41,070,934 4% (2010 $1,600 5.223 billion kWh
est.) (2010 est.)
Mozambique 22,948,858 8.3% (2010 $1,000 15.91 billion kWh
est.) (2010 est.)
Madagascar 21,926,221 1.5% (2010 $1,000 1.045 billion kWh
est.) (2010 est.)
Malawi 15,879,252 6.5% (2010 $900 (2010 1.69 billion kWh
est.) est.)
Senegal 12,643,799 (July 3.9% (2010 $1,900 1.88 billion kWh
est.) (2010 est.)

24. Cont’d
Country Population GDP(REAL) /Capita Income Electricity
production
Sudan 45,047,502 5.2% (2010 est.) $2,200 (2010 est.) 4.341 billion
kWh
Tanzania 42,746,620 6.4% (2010 est.) $1,500 (2010 est.) 3.786 billion
kWh
Uganda 34,612,250 5.8% (2010 est.) $1,200 (2010 est.) 2.256 billion
kWh
Zambia 13,881,336 7% (2010 est.) $1,500 (2010 est.) 9.752 billion
kWh
Zimbabwe 12,084,304 9.3% $1400 (2010 est.) 8.89 billion
KWh
Nepal 29,391,883 3.5% (2010 est.) $1,200 (2010 est.) 2.6 billion
(2011) kWh (2009
Srilanka 21,283,913 6.9% (2010 est.) $4,900 (2010 est.) 9.901 billion
kWh

25. Findings
•After the completion of the project what I have found is how to approach towards
business development for an emerging market as well as existing market.
There are certain steps to be followed for the development of business in an
untouched market like:
•Information gathering of the related business in a particular nation through
various sources likes the nation’s official websites and approaching the commercial
attaché of the embassy of the concerned nation.
•Searching Business 2 Business websites for the business directory of the
concerned nations.
•Trying to contact them through E-mails, Fax or Phone calls.
•Making them aware of the products.
•Waiting for them to respond and reverting accordingly

26. Recommendations
•Targeting companies who are already established in the concerned nations
for providing enterprise solution in their office and factories worldwide.
•Target countries with power crisis and promote our products.
•Targeting Export houses to increase the Sales.
•Associate with Automotive importers and exporter of the concerned nations.
•Associate with Software Companies for the sale of UPS.
•Making alliances with the various business websites of the desired nations
for advertisement.
• Eco Friendly advertisement in Markets.
•Going for the penetration pricing at the outset.
•Acquire small manufacturers and exporter of same product profile of the
concerned nations

27. Cont’d
•Sponsoring international events.
•Increase the participation in international trade magazine.
•Try to provide service support to international clients after sales.
•Keep assessing the product performance periodically.
•Try to Increase the product quality as per the international requirement if needed.
•Going for the strategic alliances with the pre-established companies.
•Going for license branding

28. Thank You