The scramble for Africa is underway. With annual economic growth averaging 5.4 percent between 2000 and 2010, and a middle class that has swelled to more than 300 million people, the continent has become irresistible for companies around the world that are looking for new markets.

Foreign direct investment into sub-Saharan Africa this year is likely to touch a record high of $40 billion, according to stats from the World Bank. South African companies are jostling against Chinese, Indian, American and European rivals to get a piece of the action.