Africas Population : Providing Vast Opportunities The northern part of Africa is the Saharan region.

In this region countries have around 18% of the population in the urban region. The western part of Africa is mostly under forest cover with a very low percentage of the population in the urban region (<10%).The eastern part of Africa has about 35% of the population in the urban areas. Unlike the other parts of Africa the southern part of Africa has well developed protein based products. Africa has a huge young population and is expected to surpass the young population of India and China by 2030 as per the UN population projections. Thus this provides a base for expansion as there is a consumer boom waiting to happen.

Figure : Africas Growing Young Population (UN Population Projections) Africa has a big problem of malnutrition. 203 million people are malnourished in subSaharan Africa. 42 million children would be hungry in Africa by 2025. According to IMPACT project, the number of malnourished children could increase by 3.3 million over the next two decade. The problem of malnourishment is concentrate more in the rural areas and this open up the option of entering the rural areas. With Ngos and UN working to eradicate malnutrition, it offers a tremendous opportunity to sell them protein based products like eggs, fishes which have a high nutrient content can be made available at an affordable yet profitable price. This will help in deeper penetration of the African markets and also win the goodwill of the people and governments. It will increase the visibility of the products and help use of existing distribution channels. Poutry-cum-Fishries Facilities The rural areas have huge labor capacity. Investments can be made for setting up poultry cum fisheries facilities of global standards. The poultry cum fisheries facility involves a two level facility with the poultry on the upper level. The droppings of poultry

are consumed by the fishes in the lower level as shown in the diagram. Thus this will help in providing fresh water fish products in the interior areas. Apart from this chicken production facilities can be setup to cater to the local markets. By setting up these sort of facilities, the setup cost of infrastructure can be reduced and more products can be marketed. For example in a poultry cum fishery, we can sell eggs, poultry, fishes and prawns. This sort of a system will also help introduce sea food into the interior parts of the continent at an affordable price. Thus every part of the mechanism can be sold as an edible product.

Figure : Poultry cum Fisheries facility It has also been observed that people in Africa demand live poultry for consumption rather than processed poultry. This has two fold advantages: A) Reduced cost on infrastructure like cold storage. B) Directly compete with the processed frozen protein food from Europe. Africa has large exports of protein products from European Union (EU). The EU products are perceived to be of lower quality in Africa. This offers an opportunity to make a successful entry in the continents food market and if the domestic production of poultry can be increased the exports can be lowered and Africa might even end up being a net exporter of poultry products. On the other hand for that to be achieved the facilities need to be of high quality and certified by various authorities which all of Tritons facilities are. With the poultry farms in Africa it would be easier to cater to the domestic rural markets. On the other hand various strategically placed processing plants can be setup for catering to the urban domestic markets (growing fast food chains).

Retail opportunities Development of cooperatives in countries where it is not feasible to develop infrastructure to produce. This will help in help generate additional profits from the exiting producers and also help lay the ground work for future development in that region with favorable outcomes. The other method that can be followed to improve the present conditions is by introducing rural malls. This will enable the company to bring the product directly to the consumers and also help develop the existing technology and methods of production. This will again help in winning over the hearts of the locals and support from the government of the countries. Seafood Processing Africas costal countries are places where seafood processing plants can be setup. They would generate employment in the local areas. These processing plants can be used to cater to both global and local markets. Triton already has a processing facility in Nigeria. The involvement of people in Africa would help in generation of employment and hence empower people. Doing so would help in gaining the confidence of the local people and increase the existing market by improving their purchasing power. All Triton facilities need to follow efficient processes and maintain conditions complying to standards. One issue would be that the people need to be given training and these would be capital investments which Triton will have to make in developing its workforce in Africa. It is necessary to gain the confidence of the people in Africa to churn out profits in the long run. The following figure shows some of the countries which have an unstable environment and would provide challenges for Triton in establishing itself there

Figure : countries with unstable environment Challenges The countries with political stability and friendly Foreign Direct Investment norms should be the first targets. Many of the countries are myopic and they need to be shown the long term benefits of the investments. The facilities would help providing employment and generating revenues for the countries. Benefits to Triton The establishment of production and processing facilities in Africa would enable Triton to cater to the huge African market. In the long run Africa can be seen as a world protein production center with Triton in the lead. UN Organizations and various NGOs have been actively working towards reduction of malnourishment in Africa. Getting into association with these organizations Triton can not only tap a potential market but also serve its Corporate Social Responsibility.