Africa has become a new interesting export market and attractive foreign direct investment destination amid the slowing economy of mature markets namely USA, EU and Japan. Exporters resort to Africa as a new market with high potential return. It is the second largest market after Asia, comprising of 54 countries and over 1 billion population (as of 2009). Africa has a large quantity of natural resources, including oil, natural gas and minerals.

Africa is poor and underdeveloped due to serious epidemic, political corruption, infringement of human rights, low literacy, lack of foreign investment, interracial conflicts, etc. IMF estimated average GDP growth of Africa (Sub Saharan) at 5.9 percent. In 2012, African natural rubber production stood at 490,000 tonnes, of which 478,300 tonnes were exported. Consumption demand from key consuming countries namely Egypt, Nigeria and South Africa totaled 84,000 tonnes (data from IRSG). The Custom Department of Thailand reported that Africa imported 71,500 tonnes of natural rubber, of which 15,914 tonnes were shipped from Thailand with the value of 1, 501.83 million baht in 2012.

African market is not widely recognized due to high risks, yet it gives great opportunities. To expand rubber business into African market, these strategies shall be taken into account:

1) the government shall conduct an in-depth market study and publish to Thai entrepreneurs;
2) the government shall foster international relationship and encourage business connection;
3) private sector and trade organizations/associations, for example Thai Chamber of Commerce, the Federation of Thai Industries shall foster a corporation through business-matching and exchange of information on opportunities and challenges in doing business in Africa;
4) trade associations shall make a list of trade defaulters to ensure a healthy and honourable industry;
5) entrepreneurs shall unite into associations to build up bargaining power in trade negotiation and solve major problems together. 

From the above data, African market becomes more and more important natural rubber market. It is an urgent need for government and private sectors to consider and promote trade and investment and international relations with Africa to substitute weakening mature markets.