The Middle East & Africa region is characterised by thriving economic growth and a drive for reforms, but it is also plagued by humanitarian crises and political instability. The average growth is more than three percent, but several areas are still dependent on foreign aid. From a business perspective, the Middle East & Africa is a dynamic region with great potential for European companies thanks to the rapid urbanisation and technological development.

TRANSFORMATION INTO A DIGITAL ECONOMY

Many cities in the Middle East & Africa region are already made up of a large pool of young, educated and tech-savvy professionals. The transformation of the region into a digital economy is to a large extent driven by this new, consumer-friendly middle class. A sharp increase in mobile phone and social media usage is changing the business landscape and speeding up the digitalisation process. Thanks to the accelerated urbanisation, business segments like ICT, transport and infrastructure, health, energy, and mining have huge potential within the Middle East & Africa. European companies are often well positioned due to a high demand for technological innovation.

FOCUS ON LOCAL CUSTOMER NEEDS

To make the most of the impressive urbanisation rate, it is recommended to identify suitable areas for growth based on cities rather than on countries. A good way to start mapping the business landscape is to carry out a solid market analysis. After establishing the most relevant areas for investment, it is vital to understand local consumer needs and find the best communication channels to reach the local target audience. Many European companies contact us both for general advice and hands-on support to navigate regulatory frameworks.

OUR PRESENCE IN THE MIDDLE EAST & AFRICA

SCA-Partner helps businesses throughout the region from our five offices in Kenya, and affiliated offices in Uganda, Tanzania, Egypt, Morocco, Saudi Arabia, South Africa and UAE. Our local experts can help you navigate this diverse continent. Thanks to our wide contact network, we are in a great position to find suitable partners and introduce you to key stakeholders both in the private and public sectors. SCA-Partners also supports companies in MEA & Africa that plan to extend their business in Europe.