Being Competitive in Sub-Saharan African Markets: The Example of a German Material Handling Equipment Producer

Slim Lamine ()
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Slim Lamine: Jungheinrich AG

A chapter in Business Success in Africa, 2024, pp 193-200 from Springer

Abstract: Abstract This chapter explores the challenges faced by the German company Jungheinrich, one of the world’s leading providers of intralogistics solutions, in establishing a competitive presence in Sub-Saharan African markets. Drawing on a combination of industry insights, strategic considerations and practical recommendations, the chapter explores topics such as local market dynamics, adapting products to meet regional requirements and building successful cooperation with local partners. By examining the experiences and lessons learned from Jungheinrich, readers will be able to better understand the business context and might use this to formulate effective strategies and achieve sustainable growth in these promising markets.

Keywords: Sales; Product adaptation; Business partnerships (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-70384-3_16

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DOI: 10.1007/978-3-031-70384-3_16

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