Marketing Plan Country Book
Executive Summary
Niger is a secular democracy that is situated in West Africa. It is bordered by Libya and Algeria on the North, Nigeria to the south, Burkina Faso and Benin to the Southwest, Chad to the East, and Mali to the west. Niger is a semi-arid region that is characterized by unfriendly climatic conditions such as drought and seasonal floods in the southern region that make farming difficult. The southern region is fertile and encourages farming owing to the availability of arable land. This area is also characterized by floods from River Niger, droughts, insecurity, poverty, early marriages, and low level of literacy of 17% which facilitates early marriage whereby 76% of the women get married off before they get are 18 years. This is an Islamic state whose lifestyle including festivals and dress codes are based on religion. As such, there is a high rate of domestic violence and diminished priority for women with regard to education and distribution of resources. However, the area is known for sports and recreational activities including football, sorro wrestling, rugby, and horse riding which has increased youth engagement through frequent engagement in the activities. Although it is not valued in this, continued engagement in sports has increased the population that is going through primary, secondary, and higher education in the recent past. Increased interest in education as a result of recreational activities has created the need to introduce Soccer in the Streets to the country. This initiative will increase participation and encourage the students to remain focused on their studies in order to influence the region and increase the literacy rate. This effort coupled with government initiative will help school drop-outs in Niamey, among other parts of the country to increase their interest in education by combining athletics and academics. It is important to boost the interest of children in education since Niger is a generally hot region with an undulating landscape thus making large scale farming difficult. Additionally, with a population of 24, 069, 465 which is 0.31% of the total population, the country is predisposed to extreme poverty and impoverishment, owing to large families with minimal resources to sustain their needs.
The high rate of illiteracy at 17% amongst the adults and a high growth rate of 3.8% has made it difficult for the country to meet the needs of the population satisfactorily. As such, failure to implement initiatives directed to the youth such as Soccer in the Streets will cause the children born in this population to become exposed to poor conditions owing to a lack of necessary resources to support their education, health, and development in life. The region is predominantly Islamic with the large population speaking Hausa although French is the official language. As such, introducing Soccer in the Streets while taking into consideration the aspects that the community appreciates including religious celebrations such as Christmas and Ramadhan will increase the community’s interest towards the initiative. This strategy will improve the country’s security which has been characterized by a lack of security and political instability since the occurrence of military cups in 1999. In order to change the community’s future and increase the literacy rate, there is need to introduce soccer in the streets to enable the children to gain improved interest in life and education.
Additionally, there is a need for the government to identify innovative mechanisms that can be employed to encourage schooling in order to create sustainable development and growth in the future. In order to achieve this initiative, it is important to facilitate the introduction of Soccer in the Streets into the country. Introducing Soccer in the Streets into the country’s main cities such as Niamey will take advantage of the high population which contains at least 16% of the total population. This initiative will build the area and help children to thrive in that individuals will also be provided with equal opportunities to develop their skills and view themselves from a positive perspective by using soccer as a bridge.
1. Introduction
Soccer in the Streets
Soccer in the Streets is a non-profit organization that was started in 1989 in Atlanta with the aim of improving the livelihood of the youth through the development of sport-based activities. The initiative was developed to reach out to young people and enable them to develop into leaders who can cultivate a healthy community through soccer play, experiential training, and participation in youth leadership councils (GuideStar by Candid, n.d.). The organization has worked to ensure that children in Atlanta among other parts of the world are provided with improved access to quality programs that improve their approach to life and prepare them for employment.
Product to be Exported
Since its establishment, Soccer in the Streets organization has gained worldwide recognition owing to its initiative that builds community classrooms and soccer filed in metro transit hubs. This product will be exported to Niger to help children in the country to play and succeed in different aspects of life. It will create opportunities for the youth to play soccer, an aspect that will increase their interest in school-based activities. It will serve in a holistic and comprehensive manner to reach out to the children in villages and encourage them to participate in activities that create the best version of themselves. This initiative will thus help to reduce the increasing rate of marriages in the country particularly amongst young girls who are below the age of 18 years by increasing their interests in activities that bring more recognition into their lives (Ferguson, 2019).
Country Profile
Soccer in the Streets is being exported to Niger which is an arid state in the Sahel region. Niger is characterized by a dry and hot climate that makes farming activities impractical (Advameg Inc, 2020). It has a low rate of literacy of 17% and it is often faced with cases of insecurity, poverty, and droughts. It has a high rate of poverty with a huge population of 60% living below $1 daily with approximately 60% of children being 5 years being anemic (IMF, 2013). As such, introducing Soccer in the Streets to this country will help to improve livelihood by enabling the children to view life from a positive perspective and to gain more interest in education.
II. A brief discussion of the country’s relevant history
Niger is a landlocked country that is ranked as the 21st largest country in land area with Niamey is the capital history. The country gained its independence in 1960 from France and has since been involved in political conflicts that have affected its growth in relation to industries, infrastructure, and education (National Geographic, 2019). Records show that the country has been habited since the earliest times and that the activities of man have existed in the region for more than 600,000 years through archeological evidence. Niger became famous in trans-Saharan trade in 5 B.C., an activity that was led by Northern tribes who introduced camels into the region as a means of transportation. The main economy is subsistence farming with a variety of various ethnic groups where Islam is the dominant religion.
III. Geographical setting
A. Location
The Republic of Niger is strategically situated in the western part of Africa at coordinates 16 00N, 8 00E. This landlocked country covers approximately 1.267 million sq km and is bordered by Libya to the Northeast, Benin and Nigeria to the south, Mali and Burkina Faso to the west, Chad in the east and Algeria in the northwest. With an area of 1, 267, 000 sq km, this country is ranked as the 21st largest country in terms of its land area.
B. Climate
This region is characterized by a dry and hot climate in the Sahel area and mostly tropical in the southern area.
C. Topography
The topography of the Republic of Niger can be described as an area that is filled with desert plans and sand dunes. It is hilly and is filled with rolling plains in the northern area. Idoukal-n-Taghes is the highest point at 2,022m, River Niger is the lowest point at 200m with the mean elevation being 474m. The Niger area is covered with forest cover in at least 1% of the region while agricultural land takes atleast 35.1% of the total area. The arable area is 12.3% and covers only 0.1% of the total area with the total irrigated area amounting to 1,000sq km.
IV. Social institutions
a. Parental roles
Men in Niger are expected in engage in trade and activities that support their family’s livelihood. Women on the other hand are expected to live to the expectations of their husbands, reproduce, and take care of children.
b. Marriage and courtship
The main role of girls in Niger is to become mothers and wives. Women in marriage and courtship have little influence and they should live to the desires of their husbands. The brides in marriages are often judged based on how obedient and respectful they are towards their husbands and their in laws (IMF, 2013). The rules of courtship and marriage are often guided by Islamic stipulations. Marriage in Niger is also characterized by youth girls who are often sold as wives or sex workers.
4. Female and male roles
The main role of women in the Niger region is to take care of children and brood the girls into future mothers and wives. Despite the fact that the region is characterized by abundant natural resources, women in this region suffer continuous suffering, intimidation, and deprivation. They are considered the backbone of rural development and often hold unassailable pre-eminence to tend to their husbands and children (BBC News, 2018). Men in the Niger region are expected to protect the community from military invasions and engage in trade among other activities that enable them to meet their family’s needs.
B. Education
1. Role of education in society
Education has not played a significant impact in the Nigerien society owing to the low literacy rate which is considered amongst the lowest in the world. However, the areas that education has been well appreciated have experienced increased development and productivity coupled with long term growth. Education in the society also promotes technological advancement, industrialization, mechanization, and increased entrepreneurship (IMF, 2013). The Niger region should appreciate the importance of education as a means of achieving progress in business, economic, political, and social areas.
a. Primary education
Education in Niger is free and it is based on the French model of education. The primary level education often takes 6 years from children of ages 6 to 12 years. Children are often rewarded with ertificat D’Etudes Primaires Elementaires (CEPE) at the end of this cycle after sitting for the final examination successfully.
b. Secondary education
The secondary cycle is founded on the French model and it is composed of a lower and higher cycle. The lower cycle lasts for four years after which successful students enroll for an upper cycle that lasts for three years where they are required to specialize. After completion, the students are awarded with e Bachelier de l’ensignement du second degre (BEPC) after completion. There is an option to take a technical option for three years after which they get a technical degree of Bachelier technician.
c. Higher education
The number of students who undertake higher education is low owing to the diminished interest in education in the country. However, those interested often enroll in institutions that provide special training such as Islamic University and the University of Abdoi Moumouni while others may enroll in specialized facilities to acquire special training.
2. Literacy rates
Niger is rated with a low rate of literacy at 13.6% owing to the low level of expenditure at 2.3% only. Although schooling is free in the country, there are few schools, most of which lack essential schooling facilities (Global Security.org, 2020). Lack of motivation to study and the diminished importance of schooling has facilitated the low rate of literacy in the country.
C. Political system
1. Political structure
The political structure in Niger lacks various restraints in that it is a secular democracy. The structure exists as a multi-party with the president as the head of state – who should serve for a maximum of 2 terms each 5 years – while the prime minister is the head of government. Legislative powers in the country are vested in the National Assembly and the government. The legislature is made up of 171 members of the National Assembly
3. Stability of government
According to the latest records of 2018, the stability of Niger is very weak at -1.26 points. 2000 records show that the country achieved a maximum of 0.12 points and -1.32 points in 2013. Instability in this region started in the 1960s with the country’s struggle for independence and has since faced continuous political turbulence coupled with Tuareg rebellion. The instability in the country is also facilitated by a high rate if insurgency, frequent droughts, poverty, slavery, and a high rate of illiteracy. These aspects have increased the existent disconnect between the people and the government thus undermining the legitimacy of the government to improve the economy in relation to employment opportunities and improved government services.
4. Special taxes
Like most countries, Niger is characterized by special taxes. The value added tax (VAT) amounts to 19% while the corporate tax is 30%.
5. Role of local government
Records by O.E.C.D show that the local government in Niger is responsible for education, economic development, cultural development, and the promotion of social services. This has been facilitated by the establishment of the National Policy of Decentralization that is aimed at improving the local democracy and improve the provision of public services. Although the government has made the necessary initiatives to promote the role of the local government, its efficiency has been reduced by lack of participation of the community in public affairs due to illiteracy poverty, and political instability.
V. Religion and aesthetics
A. Religion and other belief systems
1. Orthodox doctrines and structures
The dominant orthodox doctrines in Niger are those that are facilitated by the Islam religion. Although some people resisted such doctrines such as the Christians, most of the structures such as marriages and way of life in the country is founded on the Islamic religion.
2. Relationship with the people
The people in Niger often exist in harmony with little religious conflicts. Although the country has many religions – Islam, Christian, and Animism – the record of religion-based conflicts are few. This has been facilitated by Article 3 of the 2010 constitution that stipulates that the country is secular and that every person has a right to their own religion.
3. Which religions are prominent?
Muslim is the most predominant religion in Niger with 99.3%. Christians make up 0.3% of the population while animists are 0.2% of the total population. There are traditions and festivals in the country that are based on the animist religion such as the bori festivals.
4. Membership of each religion
The largest percentage of the country is composed of Muslims who are composed of the Shia, Ahmadiyya, and Sunni while other tribes are denominational. The greater percentage of
Hausa and Nupe tribes in the Niger region are Muslims while the percentage of Christians found in the Nupe tribes are found in Bida than in other regions such as Lapai and Agaie Emirates.
5. Any powerful or influential cults?
The most influential cult in the Niger region is the Bori cult who have built their mosques in Niamey in bid to divert the wealth that in inherent to the Muslims. The bori cult is the practice of animism that is a pre-historic religion of the Hausa community that is involved with the culture of spirit possession. Although it is considered pre-historic, some of the ancient communities are still opposed to the practice of Islamic orthodoxy and have maintained their practice who make up atleast 0.2% of the total population.
1. Visual arts
Visual art is represented in the Niger region in the form of ornaments, paintings, fabrics, pots, and rock engravings which are found in the Djado plateau, Dabous engravings, and the Iwellene site. These rocks are famous for paintings and engravings that are known to date back to 9000 years ago. These forms of visual art are used to communicate the community’s heritage and culture.
2. Music
Music in the Niger region was developed from a mixture of various musical traditions from different ethnic groups including the Tuareg, Hausa, Toubou, Gurmam, Zarma Songhai, and Boudouma from the Lac Chad. Tuareg blues from the Tuareg group and the Nigerien rap which is a mixture of various musical styles are the main types of music listened to in this region. The Hausa are known for the duma that is used for percussion and the molo lute that is often used in Griot traditions. Other instruments used include the trumpet (kaikai) shawm (alghaita) which are often used in various ceremonies in the country.
3.Drama and Performing Arts
There are various types of drama and performing arts in the Niger region most of which are based on religion and traditional festivals. Performing arts and drama in the country is evidenced during Cure Salee and Guerewol festivals. Additionally, this is evidenced during religious celebrations including Ramadhan, Eid al Fitr, Eid al Adha, Easter, Baha’i faith, and Christmas.
Cure festival is referred to as the Salt Cure by the inhabitants and it is often performed in a bid to celebrate Wodaabe nomads and the Tuareg community. This festival lasts for three days and often features horse races, camel rides and races, songs, dance, and storytelling among other activities.
The Guerewol festival is another activity that showcases the community’s culture and arts. This is a Woodable cultural event whereby men decorate themselves in colourful ornaments, paints, and traditional clothes. They sing and dance in a bid to attract women in attendance. At the end of the performance, lucky men get rewarded with a wife, lover, or the option of a passionate night.
Religious celebrations also serve an essential role in promoting the country’s drama and culture. Considering that the region is dominated largely by the Islamic religion, the community holds celebrations such as Eid al Fitr, Ramadhan, and Eid al Adha by Muslims to commemorate the sacrifice that Abraham made as a sacrifice of thanksgiving to God.
Performing arts are also evidenced on the 3rd of August as the country commemorates the day its gained its freedom from France.
4. Relevant Symbols
The Coat of Arms is one of the relevant symbols in the country which represents the features that are draped in the national flag behind the white shield. The shield has four golden symbols which represent the sun, two Tuareg crossed swords, the head of a Zebu, and pearl millet heads. There is a flag below displaying the country’s name in French. Other symbols include the mosques and churches to showcase religion freedom. The dress codes including skirt wraps, ornaments, and festivals also portray the country’s freedom, diversity, and beauty.
VI. Living conditions
A. Diet and Nutrition
1. Meat and Vegetable Consumption rates
Vegetable consumption is highly appreciated in the country since meat is very rare.
2. Typical meals
The staple foods in Niger include rice, maize, cassava, sorghum, millet, rice, and beans. Popular snacks include wheat dumplings, porridge, and beignets, among others which are often made from seasonal vegetables (Global Table Adventure, 2012). Rice is the most popular meal which is often paired with a stew made of vegetables since meat is scarce in the country.
3. Malnutrition rates
Malnutrition is a significant threat to the health and development of children in Niger. 2018 records show that 15% are malnourished due to high deficiencies in micronutrients. Approximately 70% of the children in the country are anemic.
B. Housing
1. Types of Available Housing
Houses in the country have adopted a French-style, especially in urban centers. Houses owned by Tuareg nomads are straw huts that are collapsible owing to the nomad life. The Fulani on the other hand lives in collapsible straw huts while the villages in the East have round huts. Banco is common in other villages and it is often constructed using mud and straw.
2. Owning or renting?
Houses in the Niger region are often owned since the community often use natural material for construction such as mud and straw.
C. Clothing
1. National dress
The Niger are known for their pride in traditional costumes for both men and women. Women wear patterned dresses and skirt wraps (Shepard, 2012). Men on the other hand wear long gowns all of which are founded on the dress code of the Islamic faith.
2. Types of clothing worn at work
Nigeriens often wear their traditional costumes to work. However, the community has adopted shorts, suits, and skirts to work in the recent past.
D. Sports, and Recreational Activities
1. Types available and in demand
There are various sports and recreational activities in the country including camel racing, horse racing, and sorro wrestling which is refereed to as sorro wrestling as the main king of sports in the country (Josephs, 2012). The country is also known for other popular sports in the country including rugby and football. Football is the main national sport in the country.
VII. Language
A. Official language(s)
Niger is characterized by many ethnic tribes with atleast 11 languages. French is the official language and Hausa is the most common language in the country which is spoken by 55.4% of the population. Tuareg is spoken by approximately 9.3% and Zama-Songhai is spoken by 21.1% of the population (Graphic Maps, 2017). Other languages in the country include Fulfulde, Tebu, Zarma, Kanuri, Arabic, Buduma, and Gourmanchema.
C. Dialects
The dialects in Niger include Dazaga that is common in the Eastern part and is spoken by the Nguigmi. The dialect of Tamahaq is common in the Tuareg language (World Travel Guide, n.d.). Other dialects include Tagdai, Tumari, Tahaggart, and Bilma, among others.
References
Advameg Inc (2020). Encyclopedia of the Nations. Niger. Nations Encylopedia. Retrieved from https://www.nationsencyclopedia.com/Africa/index.html
BBC News (2018 February 19). Niger country profile. Retrieved from https://www.bbc.com/news/world-africa-13943662
CAHF (n.d.). Housing Finance in Niger. Center for Affordable Housing Finance in Africa. Retrieved from http://housingfinanceafrica.org/countries/niger/
Campbell, J., (2020 February 26). A significant rise of insecurity in the Niger Delta through 2019. Council Foreign Relations. Retrieved from https://www.cfr.org/blog/significant-rise-insecurity-niger-delta-through-2019
Ferguson, S., (2019). Using soccer to end childhood marriage in Niger. UNICEF. USA. Retrieved from https://www.unicefusa.org/stories/using-soccer-end-child-marriage-niger/36486
Global Table Adventure (2012). About the food of Niger. Retrieved from http://globaltableadventure.com/2012/07/17/about-the-food-of-niger/
Global Security.org (2020). Military; Niger. Retrieved from https://www.globalsecurity.org/military/world/africa/ne-politics.htm
Graphic Maps (2017). Niger languages. Retrieved from https://www.graphicmaps.com/niger/languages
GuideStar by Candid(n.d.). Soccer in the Streets, Inc. Retrieved from https://www.guidestar.org/profile/58-1874451
International Monetary Fund (IMF), (2013). Niger: Poverty Reduction Strategy Paper. Retrieved from https://www.imf.org/external/pubs/ft/scr/2013/cr13105.pdf
Josephs, J., (2012). Niger’s taxing journey to the Africa Cup of Nations. BBC News. Retrieved from https://www.bbc.com/news/world-africa-16656363
National Geographic (2019). Surrounded by chaos, Niger is a nation on the edge. Magazine. Retrieved from https://www.nationalgeographic.com/magazine/2019/07/niger-clings-to-stability-in-west-africa/
Shepard, W., (2012). Clothing in Niger. Vagabond Journey. Retrieved from https://www.vagabondjourney.com/clothing-in-niger/
TARA (n.d.). Trust for African rock art. Retrieved from https://africanrockart.org/rock-art-gallery/niger/
The Global Economy.com (2020). GDP and economic growth. Retrieved from https://www.theglobaleconomy.com/Niger/Commercial_tax_rate/
World Bank Group (2020). Doing business 2020. Exploring Profile: Niger. Retrieved from https://www.doingbusiness.org/content/dam/doingBusiness/country/n/niger/NER.pdf
World Travel Guide (n.d.). Niger history, language and culture. Retrieved from https://www.worldtravelguide.net/guides/africa/niger/history-language-culture/
Umar, G. K., Yusuf, D. A., Ahmed, A., & Usman, A. M. (2019). The practice of Hausa traditional architecture: towards conservation and restoration of spatial morphology and techniques. Scientific African, e00142. https://doi.org/10.1016/j.sciaf.2019.e00142
X. Appendix
Hausa traditional architectural
Typical Niger Town. Mud houses
Niger Coat of Arms
A group of woodable men and boys wearing leather tunics and sparkling tunics