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

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.