In spite of the fact that many businesspeople inherently understand that Europe and Asia are not unified markets, many company strategists regard Africa as one entity$$and attempt to market to $$Africa$$ without breaking out individual countries, languages, cultures, governmental systems, and so forth.

Using the textbook and outside research, how would you break down the continent of Africa into individual markets? How are cultures, languages, history $($especially the colonial legacy$)$ different and important?

Would you market to a West Coast African country differently than an East Coast African country? Are countries like Morocco truly $$African$?$