아프리카 유망시장 선정과 전략적 진출 및 지원거점 확보 방안에 관한 연구

Abstract

This study tries to screen the target country markets in Africa from the perspective of Korean firms and government. It applies both ‘gradual elimination method‘ and ‘indexing and ranking method‘ in the screening analysis. Regarding indexing and ranking task, this study adopts four indices, such as marketability, stability, future growth, and suitability. Each index group has many criteria, altogether thirty-three, for measuring the market potential of each African country. As indexing methods this study uses the ‘maximum and minimum index‘ and ‘cumulative distribution function index‘. The indexing and ranking tasks are done separately with and without consideration of trade volumes between Korea and respective African countries. Therefore, there are four different rankings from this two by two combination of indexing methods and trade data consideration. After applying the rule that if a country ranks within 10th in at least two rankings, the county is included in the list, this study selects 10 target country markets in Africa, such as South Africa, Tunisia, Nigeria, Algeria, Morocco, Egypt, Ghana, Tanzania, Libya, and Kenya. Based on measurements of indices that these ten target markets have scored, this study suggests four different cooperation strategies, such as active entry, managing risk, pioneering, and long-term approach. Also this study provides a policy recommendation to the Korean government that it should establish the Korean Business Centers (KBCs) in Tunisia, Ghana and Tanzania in which the KBCs are not yet located.