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Country GDP per head $
GDP change %
FDI 2011 $m
FDI change %
Competitiveness score
Corruption index
Ease of doing business rank
AFRICAALGERIA 5,789 3.38 2,571 13.56 3.72 34 152
ANGOLA 5,952 5.46 -5,586 -73.08 2.2 22 172
BENIN 841 3.80 118 -33.00 3.61 36 175
BOTSWANA 9,573 4.14 587 5.01 4.06 65 59
BURKINA FASO 617 7.01 7 -78.57 3.34 38 153
BURUNDI 317 4.45 2 111.89 2.78 19 159
CAMEROON 1,177 5.00 360 1.69 3.69 26 161
CENTRAL AFRICAN REPUBLIC 451 4.20 109 19.00 2.2 26 185
Sources: GDP per capita and forecast 2013 GDP growth: IMF World Economic Outlook, September 2012; Competitiveness index: The World Economic Forum, September 2012; Corruption index: Transparency International, October 2012; FDI flows: UNCTAD, November 2012; Ease of doing business: World Bank, October 2012* Figures relate to period before Sudan/South Sudan split
Country GDP per head $
GDP change %
FDI 2011 $m
FDI change %
Competitiveness score
Corruption index
Ease of doing business rank
MONGOLIA 4,478 15.74 4,715 178.74 3.87 36 76
MYANMAR 914 6.30 850 88.80 2.2 15 185
NEPAL 641 3.64 95 10.09 3.49 27 108
PAKISTAN 1,296 3.25 1,327 -34.37 3.52 27 107
PAPUA NEW GUINEA 2,303 3.99 -309 -1,164.30 2.2 25 104
PHILIPPINES 2,594 4.78 1,262 -2.77 4.23 34 138
SRI LANKA 3,104 6.70 300 -37.19 4.19 40 81
TAJIKISTAN 955 6.00 11 175.66 3.8 22 141
THAILAND 6,364 5.99 9,572 -1.66 4.52 37 18
TIMOR-LESTE 3,737 10.00 20 -25.78 3.27 33 169
TURKMENISTAN 7,053 7.69 3,186 -12.26 2.2 17 185
UZBEKISTAN 1,936 6.50 1,403 -13.82 2.2 17 154
VIETNAM 1,660 5.88 7,430 -7.13 4.11 31 99
EUROPEALBANIA 3,837 1.70 1,031 -1.84 3.91 33 85
BELARUS 6,310 3.37 3,986 184.13 2.2 31 58
BOSNIA AND HERZEGOVINA 4,293 1.00 435 89.18 3.93 42 126
BULGARIA 7,023 1.50 1,864 16.49 4.27 41 66
CROATIA 13,288 0.95 1,494 279.16 4.04 46 84
HUNGARY 13,517 0.80 4,698 106.57 4.3 55 54
LATVIA 13,808 3.46 1,562 311.66 4.35 49 25
LITHUANIA 13,457 3.00 1,217 61.75 4.41 54 27
MACEDONIA 5,147 1.95 422 100.28 4.04 43 23
MOLDOVA 2,313 5.00 274 38.80 3.94 36 83
MONTENEGRO 7,326 1.54 558 -26.61 4.14 41 51
POLAND 12,966 2.05 15,139 70.90 4.46 58 55
ROMANIA 8,076 2.48 2,670 -9.18 4.07 44 72
RUSSIA 14,911 3.82 52,878 22.15 4.2 28 112
SERBIA 5,108 2.05 2,709 103.93 3.87 39 86
TURKEY 11,067 3.53 15,876 75.66 4.45 49 71
UKRAINE 4,327 3.52 7,207 10.96 4.14 26 137
LATIN AMERICAARGENTINA 11,932 3.06 7,243 2.67 3.87 35 124
PRO: Economy diversifyingCON: Services sector is fragile
PRO: Low labor costsCON: Heavy reliance on trade with EU
PRO: High growth, low inflationCON: Reliance on commodities
PRO: Blistering growth in FDICON: Global slowdown weighs on economy
For the past year, the dominant story in develop-ing markets has been Africa’s sudden emer-gence as everyone’s favorite continent. Its popularity among investors and corporations looking to expand overseas is clearly reflected
in this year’s Emerging Market Hotspots map. After its showing in the top tier sank to an all-time low in 2012, with just Ghana appearing in the top band, the num-ber of African countries among the elite leapt back to a healthy six in this year’s map. Symptomatic of some of the broader economic and political changes taking place in Africa, regional giant South Africa is joined among the newcomers by countries such as Rwanda and Mauritius that have previously barely made it onto inves-tors’ radars. Botswana and Zambia, both of which have been working hard to increase their attractiveness to inward investors, round out the list of African countries joining the top tier.
Another country that has been working hard to cre-ate an investor-friendly environment is Georgia. Even before its recent change in government, the West Asian country had begun to build a reputation as one of the easiest countries in which to do business, a character-istic that is reflected in its newfound standing among
the world’s most attractive markets this year. Some surprises lurk at the bottom of the league. For
example, despite generating a frenzy of excitement and news coverage, Myanmar has slumped to the bottom of the class, suggesting the hard reality doesn’t justify the hype of the country as an exciting new destination for inward investment. Turkmenistan and Uzbekistan, both former darlings of adventurous investors, have tumbled to the bottom of the heap, too, perhaps reflecting investor unease about their relatively undiversified economies.
Georgia’s appearance in the top tier highlights a slight but important change in the methodology we use to create the Emerging Markets map. As well as weigh-ing key factors such as economic stability, attractiveness to investors, transparency, GDP growth and competitive-ness, this year we have incorporated the World Bank’s Ease of Doing Business data into the rankings. In doing so, we are able to establish which markets are most likely to attract businesses, to enable them to quickly build a firm foundation and to sustain them profitably for years to come. We have color-coded countries to indicate their attractiveness for investment and have included a wealth of supporting data. In addition, we offer succinct pros and cons for each of the top 24 emerging markets.
GLOBAL MAP OF EMERGING MARKETS
HOT SPOTS
EMERGING MARKETS 2013lion people from rural to urban areas—to
facilitate improved living standards.
Meanwhile, China is continuing
structural reforms that include the
gradual internationalization of the
country’s currency, the renminbi, and
the increasing use of market prices and
interest rates to allocate resources.
IMPLICATIONS FOR MULTINATIONALS
For multinationals, wage inflation caused
by companies bidding up salaries for
skilled employees, a falling working age
population, and higher environmental
standards mean the costs of doing busi-
ness in China are increasing and its tradi-
tional strength in low-cost manufacturing
is diminishing. The reorientation of the
country’s economy toward consumption
means that, instead of viewing China as a
supply source, companies are position-
ing to acquire domestic customers as
they expand their target market.
The business landscape in China is
changing significantly because of the
shift to domestic consumption. In terms
of sectors, export-related materials and
capital goods industries may lose out
while the branded consumer, healthcare,
telecom, and environmental sectors
should gain. The ‘mass luxury’ segment,
transportation, and financial services
(asset management and insurance) are
also likely to benefit from rising wages,
urbanization, and income redistribution.
While the change in China’s eco-
nomic policy will have the greatest
impact domestically, corporates also
need to think about the international
implications. The intra-Asia trade cor-
ridor is the fastest growing trade area
worldwide and China’s supply chain is
mainly concentrated in Asia. However,
China’s supply chain is increasingly
global and extends into Latin America,
Africa and emerging Europe as well as
the developed economies.
Given the shift away from an export-
led model, commodity producers that
have benefited from China’s rapid
growth over the past three decades
are likely to lose out, with Brazil, Chile,
Peru and Australia being especially
vulnerable: producers must quickly
diversify their exports. Conversely, Asian
intermediate and final consumption
goods producers (in high technology),
producers in Eastern Europe (middle
and low technology) and potentially
some Latin America manufacturers will
benefit from China’s structural shift. To
take full advantage of the opportunities
available, companies need to ensure
they understand the specific needs of
China’s market and its emerging con-
sumers, and will need to produce goods
that meet their requirements. One
positive development for multinationals
doing business in China is the growing
internationalization of the renmimbi and
the ability to pool foreign currencies
offshore, which eases the problem of
trapped cash in China.
The continuing growth potential of
China and other emerging economies is
encouraging investors and multinational
companies to focus on opportunities
in these growth countries. As a result,
an enormous amount of capital is
flowing into these countries in search
of enhanced returns. The bulk of the
increase in capital flows since 2008 has
gone into key emerging markets: Brazil,
Indonesia, South Korea, Peru, South
Africa, Thailand and Turkey account for
40%-70% of total inbound capital in the
post-crisis period.2
It is also interesting to note that
over the past 5 years, more than 1,000
companies headquartered in the emerg-
ing markets have reached at least $1
billion in annual sales turnover so there
are also significant outbound flows from
some of these countries.
To date, these flows have been
dominated by portfolio investment in
equities and fixed income. As a result,
these flows have come under regula-
tory scrutiny in many emerging markets
where they are sometimes viewed as
speculative and potentially destabiliz-
ing rather than as beneficial long-term
strategic investments. Large inflows tend
to appreciate the exchange rate, which
makes a country’s export industries less
competitive—a process known as ‘Dutch
disease.’ Latin America is often cited as
a victim of Dutch disease. For example,
some analysts believe that Brazil’s manu-
facturing output has stagnated because
of its high exchange rate, which has also
worsened its current-account deficit.
To protect their economies from
Dutch disease, policymakers in many
countries are intervening in the currency
markets and, in some instances, are
implementing capital controls. However,
the response of policymakers globally
varies considerably as they utilize tools
such as taxes, regulatory policy and
banking policy to manage inflows and
maintain stability.
For multinationals that operate in the
emerging markets it is therefore essen-
tial to keep abreast of those countries’
changes to capital and other controls.
To be aware of such changes and to
prepare for them, corporates must
ensure that they have access to local
intelligence in each market they operate
in so they can stay informed about local
regulatory developments.
The future success of multinationals,
and globalizing emerging market com-
panies, depends in part on their ability to
adapt to the rapidly changing global envi-
ronment. Emerging-market countries are
likely to evolve along a path very different
from that followed by the current devel-
oped economies, given the rapid adop-
tion and impact of new technologies.
Companies are working constructively to
identify opportunities and build alliances
with globalizing emerging market compa-
nies that have a proven track record and
the local knowhow to succeed domesti-
cally in the growth markets.
Companies can gain access to
insights that will help them to understand
this rapidly evolving global economic,
regulatory and financial landscape by
working with a financial institution such
as Citi, which combines global capa-
bilities and technology-led innovation
with on-the-ground expertise in over
100 countries worldwide. By doing so,
they will be able to take advantage of
economic power shifts from West to East
and North to South. ■
For much of the world, 2013 will continue
to be a challenging economic growth
year. Leading research groups are fore-
casting global growth to remain modest
at 2.6%, with the global consumer price
index forecasted to rise close to 2.8%.
With this scenario as a backdrop to
global growth, key risks persist, particu-
larly in developed markets, which remain
focused on reducing leverage, while
addressing new regulatory requirements.
In the US, relatively high unemployment
and policy uncertainty remain a drag on
growth while structural impediments to a
currency union continue to loom large in
the eurozone.
In developing markets, the story is
more upbeat—but no less complex.
Growth in many emerging markets will
be affected by conditions in the global
economy. Nevertheless, emerging
markets will continue to be the primary
source of global growth. Critically,
however, the economic model in many
emerging market countries—most
obviously China—is changing. With
the acceleration of urbanization, and
increased per-capita GDP, China is
experiencing the beginning of a struc-
tural shift from an export-led growth
model to one that is more diversified
and balanced. The new model will
increasingly rely on domestic demand-
led growth supported by increased
consumption from a growing middle
class. In the long term, this new model
will undoubtedly benefit the economy.
However, in the short term China faces
a risk of economic growth slowing to
around 7% compared to the double-
digit GDP growth of recent years.
As multinationals and globalizing
emerging market companies consider
their medium- and long-term strategic
investment objectives, these funda-
mental structural shifts will need to be
taken into account. Not only will these
changes in China open up significant
domestic opportunities for new com-
mercial investment, they are also likely
to result in a major reconfiguration of the
global supply chain in the advanced and
emerging market economies worldwide.
CHINA’S NEXT TRANSFORMATION
China is at an inflection point. Social
and political forces—focused on income
inequality, uneven access to China’s
growth opportunities and environmental
pollution—are driving deep structural
changes to its growth model.
In response, the country’s 12th Five-
Year Plan sets out new policies to raise
wages and promote consumption. Its
aim is to spread the benefits of growth
more widely across the country, facilitat-
ing social harmony, as well as improv-
ing the quality of life with more ‘green’
activities by raising environmental stan-
dards and reducing waste. Many indus-
tries that are domestically focused will
directly benefit from the government’s
boost in investment in 'green' activities,
particularly related to urbanization and
improved quality of life.
China’s shift to a domestic consump-
tion model and slower growth is partly the
inevitable consequence of its remarkable
growth since initial reforms began in
1979. Two former economic ‘Asian Tigers’
South Korea and Taiwan, for example,
followed a similar trajectory, and achieved
significant economic results for their
countries. However, China has plenty of
ground to make up: private consumption
as a share of GDP is the lowest of any
major country worldwide at 33% (com-
pared to the US at 71%, for example).1
China is also facing demographic
challenges that are similarly affecting
countries such as Japan. An aging
population means that China’s source of
low-cost labor is rapidly disappearing:
China’s dependency ratio (the elderly
population relative to the working age
population) will soon begin to rise while
in a decade the country’s population
is forecast to decline. As a result, the
government is now reviewing its one
child policy. Technological innovation will
have to fill the gap to drive the country’s
growth and production.
By directing the economy toward
greater value-added activities and
boosting seven designated strategic
industries—environmental protec-
tion, energy conservation, new energy
sources, biotech, environmentally-
friendly transportation, new materials
and advanced manufacturing—China is
repositioning itself for long-term sustain-
able growth. China is also encouraging
urbanization across the country—with
the staggering goal of relocating 300 mil-
Complex, But Upbeat Growth Story In Emerging MarketsEmerging markets countries are following a very different growth path than their developed markets counterparts.
by MICHAEL GURALNICK AND SWATI MITRA
Michael GuralnickManaging Director Global Sales Head Treasury & Trade SolutionsCiti
Swati MitraManaging Director Global Sales Leader Emerging Markets Corporates Treasury & Trade SolutionsCiti
1: Source: Haver, CEIC and Citi Research quoted in 2013- A Strategic and Thematic View of the World Economic Outlook, Bill Lee –Transaction Services Chief Economist, Citi Research, January 18, 2013.
2: Quoted in ‘Doing Business in Emerging Markets in 2013: Where Are We and Where Are We Going?’ webinar, Bill Lee –Managing Director, Citi Research, January 24, 2013
For more information, please visitwww.transactionservices.citi.com