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Resource seeker or market seeker?

Deloitte on Africa

Resource seeker or market seeker?


Are you a resource seeker or a market seeker? Is there a formula for market entry? We outline two typologies and the implications for your Africa strategy.

Key findings

This report finds that there are both similarities and differences between resource seekers and market seekers. While market seekers are often consumer goods focused, with volume of consumers their main driver, resource seekers choose markets with high volumes of commodities or natural resources. For the former, political stability is essential to attract them to new markets. For the latter, unstable markets still present significant opportunity. Similarities include a vested interest in having access to good infrastructure (albeit for different reasons) and security of energy supply.


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