African Review February 2017 by Alain Charles Publishing

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provide Malawi with essential supplies. Factoring in the cost of fuel for such long journeys, means inflated supply prices too, a critical issue especially for landlocked countries. “I think that mentality of ‘managing’, even though you don’t have access to a supply chain, is really important,” he says.” And I don’t see this as necessarily being a weakness.”

‘Healthy family’ networks Such ‘creative fixing’ eases the predicament for companies as to whether to hold onto large stocks of items on site, or await deliveries of new parts, which could take weeks or months. Yet there are numerous examples where the supply chain has clearly advanced tremendously, shaping itself around the uniqueness of Africa. MiddletonJones cites the example of Coca-Cola, perhaps the world’s most

famous brand, which incorporates a wide network of micro distribution centres (or MDCs), which serve as local distribution nodes. These MDC owners move products by handcart to each tiny outlet in their local town. A key part of the success of this, or any, network, she says, is the contact between these micro entrepreneurs and the Coca Cola Tier 1 regional base in South Africa, which offers access to sales training, financing and merchandising. There are now an estimated 3,000 MDCs cross eastern Africa alone. “Key to any supply chain is communication, and that has really been helped in Africa in recent years by the use of mobile phones and even social media,” she says. “It means you can do so much more than just ordering new stock.” She calls it a ‘healthy family’ where best practice filters both downwards from the top, and vice versa, with the MDCs able to

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AFRICAN REVIEW OF BUSINESS AND TECHNOLOGY | FEBRUARY 2017

The lack of infrastructure across Africa has challenged the supply chain process (Source: Chris Morrow)

relay the voice of the customer back up to headquarters. “All supply chains throughout the world have to have this mutual engagement to prosper,” she adds. This model has sparked other innovation, with a medical delivery service embedded into the Coca-Cola network. Medicines and other supplies can be fitted into crates in-between the drinks bottles and delivered to an area without extra cost. Sharing resources has, in this way, minimised some of the risks inherent in the African supply chain.

Supply chain resilience The growth of Africa’s economy in recent years, and the ensuing investment dollars attracted, means major players are more willing to commit to building stronger, more resilient networks. This is certainly evident in more prosperous parts of the continent such as North Africa. German truck company MAN recently opened three new dealerships in Morocco, all with workshops, to extend its footprint. The new 10,000 square metre Agadir workshop includes five repair bays and a parts shop, as well as a sales showroom. By taking greater control over its supply chain, it is not only enhancing resilience, but also reassuring customers, with a mechanical or engineering facility on site with its own depository of

spare parts, ready to fix problems at a moment’s notice. But, much like doing business in Africa generally, overcoming supply constraints requires a tailored approach in order to understand specific market conditions, as well as a continuous improvement mindset. This includes taking advantage of regional economic agreements and trade corridors, as well as building the right partnerships, reckons McKinsey & Co. in its report. With more investment coming in, new infrastructure being built, better communications, and with growth rates holding up, Africa’s supply chain dynamics are improving. Nonetheless, the on-the-ground reality shows the continent lags behind: the cost per ton-km of road haulage in Africa far exceeds that of western Europe by at least 20 per cent, and as much as 120 per cent, depending on the route. “Despite these improvements, much of Africa continues to struggle with poor logistics infrastructure and high distribution cost, requiring careful design of physical distribution networks (warehousing and transport) for commercial supply chains,” the McKinsey paper states. With a little luck, and in true African style, a creative solution may be just around the corner. ■

Martin Clark www.africanreview.com