Diageo, the world’s largest producer of spirits and a major player in beer and wine, continues to showcase its ability to not just target and establish strong positions in new markets but to invest in ways that allow it to dominate them. Guinness Nigeria’s Orijin brand is a prime example.
Over the years, Diageo seeded Nigeria and Africa, more broadly, with many of their well-known global brands. But, true to what they have done in other markets and categories, Diageo also knew that, to win, they needed to continue to invest in the market with an offering uniquely suited for this region of the world...
The economic story of Africa is poised to change with much larger economies now possible and a prolonged growth phase following in its wake. This creates substantial opportunity for western multinationals. But to take advantage of that growth, you have to begin moving now if you haven’t already. And that movement has to be meaningful in nature and scope, as well as de-risked to the best of your ability. Those who are late to the game or who fail to invest in a substantive and focused way create a different risk – low focus and underinvestment never creates leadership and playing catch-up once you’ve fallen behind in emerging markets remains extremely difficult...
