How to launch a new line of children's educational books in Senegal?"

Résumé du document

Educational books are bought by the pupil or student or loaned by the school. Nevertheless, in Africa, the situation is a little different. Because of the lack of financial capacities, the schools and the students can usually not afford to buy these books. That is why there are often charity operations in Western countries in order to offer free educational books to school from poor countries in order to allow the kids from these countries to study with good materials. In France, for example, the process often works like that: a French city will organize a charity operation for an African city or area in the framework of a twinning or a sponsoring. After that, there is often a school exchange where French kids will bring all the benefits and materials gained with this charity operation.

Extraits

[...] II Macro consumer picture A Population In 2001 there were 9,800,000 inhabitants in Senegal. It represents an average density of 48 inhabitants per square kilometer. The urban population represents 41% of the total population. Moreover more than 25% of the total population is concentrated in the Dakar area. The other concentration area is the center of the country (peanut field) with more than 35% of the population. On the other side the Eastern part of the country is very low populated. [...]

[...] As we previously saw, educational books are bought by the pupil or student or loaned by the school. Nevertheless, in Africa, the situation is a little different. Because of the lack of financial capacities, the schools and the students can usually not afford to buy these books. That is why there are often charity operations in Western countries in order to offer free educational books to school from poor countries in order to allow the kids from these countries to study with good materials. [...]

[...] A very large majority of the population can not buy educational books or even simply go to school because of the lack of money. Indeed we saw before that Senegal is a very poor country and sending their kids to school is not a priority for the families. Parents usually prefer to see their children work in order to earn money and to help the family to live and to eat. Thus it seems impossible to determine consumer behavior for educational books in Senegal because only a very little part of the population (about can afford to buy educational books. [...]

[...] As we saw before, it could be a very positive aspect for the brand image in the Western countries because people would have a good feeling thanks to this charity operation. It could also improve the brand recognition in a good way and create around this concept strong human values which would be shared by the Western consumers. The example to follow could be the program made by UNESCO and named “Book development in West Africa”. The aim of this program is to combat illiteracy by supporting national book policies. [...]

[...] I think that it would be better to choose a French company because Senegal is a French-speaking country which was a French colony and where we can still find a lot of French companies and people. The objective of every company in the world is to make money and it is clear it is not with this charity operation that it will possible to make profits. Nevertheless the creation of the partnership with a famous French multinational company could allow not to loose money. After that the strategy would be to use the benefits in terms of image and reputation gained with this program in order to improve sales in France. [...]