ghana

Ghana Marketing Development Plan
Mansour Zaki , 12.04.2015

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Company, Name Surname, Date2
Ghana Marketing Development Plan

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Ghana Map

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Contents
Contents
Market Overview………………………………………………………………………….………………..…..8
Target Market………………………………………………………………………….……………….…….…..8
Geography………………………………..………………………………………………………..…...…….…..8
Population………………………………..………..…………………………………….……..…...……….…..8
Major Cities………….……………………………………………………………………………..……….……..9
Harbours……………….…………………….………………………………………………..……....….………..9
Industrial area…………….…………………………………..……………………………….....…..………..10
North Industrial area………………………….………….………………………….........……..…….....10
Heavy industrial Area……………………………………………………………………….….………..…...11
Business overview……………………………….…………………………………….....…………....……..12
Business Objective……………………….……………………………………..........….……...…………..13
Short Term Goals……………………..………………….……………..…...….……13

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Long Term Goals …………………………………………………………………………………..…...….……13
Products ……………………………………….…………………………………………….………………...…..14
SWOT analysis ……………………………………………………………………………………..……..……..15
SWOT activity sheet…………………………………………………………………….…..……….………..16
Market Information………………………………………………………………..…………….….…...…..17
Ghana GDP Growth Rate…………………………………………………….…..…………….….………..19
Share of Import Source…………………………………………………………….……………………….. 20
Major Commodities Import from Belgaum 2012……………………………………....………..21
Major Commodities Import from China 2012…………………………………….......……..…..22
Industry Information…………………………………………….……………………………….....………..23
Stat Of Ghana……………………………………………………………………….……………..……………..24
Industry and subsector……….………………………………………………..……………………………..25
Contents

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Competitors……………………..………………………………………………….……………...……………..26
Market Strategy……………………………………………………………………..…….……..……………..28
Using an Agent Or Distributor…………………………………………..……………….………………..28
Direct Marketing ………………………………………………………………………………………………..28
Promotion & Advertising…………………………………………………………………....……………..29
Pricing………………………………………………………………………………………………..….…………..30
Ghana 2 weeks Activity plan…………….…………………………………………...……………………31
Reference……………………………………………...……………………………33

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Market Overview
Target market
Geography
Ghana is located on the Gulf of Guinea, only a few degrees north of the Equator, therefore giving it a warm climate
Ghana spans an area of 238,535 km2 and has an Atlantic coastline that stretches 560 kilometers on the Gulf of Guinea
Ghana has three main geographic regions:
The coastal plain – where the natural vegetation is a mixture of scrub and grasses.
The forest zone – covering the southern third of the country and with rain through much of the year.
The northern savannah – a region of grassland and low trees (e.g. shea, acacia, baobabs) which are adapted to the
hot arid climate.
population
population of Ghana is 26,000 000 (females-51%, males 49), The most densely populated parts of the country are the
coastal areas, ,

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Major Cities
Accra , the capital, has 10% of the total population. Kumasi is the capital of the Ashanti region. Sekondi has an artificial
harbor and was the first modern port built in Ghana. Other major cities include Tema, Tamale, and Cape Coast. People
living in urban areas account for 37 percent of the population.
Largest Cities ( population ) Rank City Rank City
1 Accra 4 Takoradi
2 Kumasi 5 Tema
3 Tamale 6 Sekondi
Tema Harbour is Africa's largest Man Made harbour and Takoradi Harbour along with Tema harbour in
Ghana handles goods and exports for Ghana, they are also a traffic junctions, where goods are
transhipped, the Tema harbour handles the majority of the nation's export cargo and most of the country's
chief exports is shipped from Takoradi harbour.
Market Overview
Harbors

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Industrial Cities in Ghana
North Industrial area ( Accra - Okaikoi )
PLASTICS factory–steel factory- Glass
Factory
Industrial Area

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Heavy Industrial Area (Tema )
Zeetech Light Industries
Industrial Area
(Tema ) Steel factory Automobile factory
Zeetech Light Industries

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Business overview
Company name: :
Company structure: Company
Company location: Germany
Company Experience : DMG MORI is the combined engineering mastery of 65 years of Mori
Seiki and 143 years of GILDEMEISTER.

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Business objectives
Short Term goals
Goal / Objective Description
Target &Contact New Customer Create Awareness, Developing
Interests in our Product
Long Term goals
Goals / Objective
Building relationships with customers
Cover Full Industrial Area
Increasing Opportunities for sales
The company aims to provide its customers with best Machine , quick service

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Products
Product/Service Features Benefits Support Spin Offs
Lathes Machine
Milling Machines
ULTRASONIC
LASERTEC
ECOLINE machine
Various types of
machine with high
technology
Quality
Quantity
Installation
Warranty
Training
Tools
Software

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SWOT analysis
S W
O T
Strengths
Company Brand and Experience.
Selling products directly to the customers.
Superior product performance vs.
competitors.
Provide Training in (Germany, Italy) and spare
parts
Opportunities
Country GDP Growth 8 % industry share of
total GDP 28.5 % .
Promising Market for our Products .
Increasing Customers’ knowledge about our
Products .
huge Opportunities to sale our products
Weaknesses
Lack of strategic relationships: we don’t have
relationships with factories or reputation.
Customer list not tested .
Unknowing budget for marketing Plan
Local and foreign competitors in the market
with similar products (Chinese companies top
the list of companies registered in terms of
Foreign Direct Investment in Ghan
Corruption in Ghana
Disease,( typhoid, malaria, yellow fever,
anthrax, HIV),

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SWOT activity sheet
SWOT weakness/ threat Activity to address weakness/threat
Lack of strategic relationships: we don’t
have relationships with factories or
reputation
By contacting and visiting factories and
industrial aria we will start build
connection between company and
customer.
Customer list not tested Checking the list to insure that these
customers still in business
Local and foreign competitors in the
market with similar products
Studying competitors ( their products to
find weakness point )

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Market Information
Ghana as a market holds a lot of unexplored potential for our business, Ghana’s GDP grew at 14 precent in 2011 and annual
GDP growth through 2015 is projected at least 8 precent, placing Ghana seventh in the International Monetary Fund Ranking
for the world’s fastest growing economies.
Assessment of Ghana’s economic growth from the demand side indicates substantial growth in both final consumption
expenditure and gross capital formation. Although consumption contracted in 2013, largely on account fiscal restraints as the
government phases out subsidies
to utility companies and petroleum firms and tries to contain the wage bill, consumption is
expected to recover in 2014 and 2015, bolstered by private consumption, thanks to an overall
improvement in disposable income in line with robust economic growth. Capital formation is
also expected to maintain robust growth of around 10% per annum over the medium term,
stemming from improved private-sector investments targeting emerging opportunities in the oil
and gas sub-sectors. Growth for the period ahead will be driven by continued increase in private
sector investment, especially in the energy, oil and gas, and by an improved macroeconomic
environment. Overall, economic growth over the medium term to 2015 is expected to be robust
at around 8%.

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Currently, virtually all goods enter Ghana through either one of two main sea ports
(Tema or Takoradi) or via Kotoka International Airport. Problems have been reported
With expeditious clearing of goods through the ports with some reports of solicitations for
Bribes from port and customs officials.
Note: Imported or locally manufactured goods can be stored under customs control in a
government or private bonded warehouse without payment of import duty or other taxes
to allow deferment of tax liabilities until the goods are needed for consumption or are
exported.
Market Information

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Macroeconomic Indictors
Ghana GDP Growth Rate
2012 2013 2014 2015
Real GDP Growth 7.9 % 4.4 % 7.7 % 8 %
Real GDP Per Capita 5.8 % 2.3 % 5.7 % 6 %
Inflation 9.2 % 11.7 % 9.9 % 8.6 %
Ghana GDP Corporate Tax Rate : 25 %
Ghana Personal income Tax Rate : 25 %
Ghana Sales Tax Rate : 15 %
Tax Rate

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Share of Import Sources 2011- 2012
It can be observed that during the period under consideration Ghana
imported various commodities from USA. The commodities were
made up of mostly intermediate products, capital goods and finished
products. The main commodities imported from China comprise
mostly of intermediate products, capital goods and finished
products. Imports from Nigeria for the same period on the other
hand were mainly intermediate products, finished goods and some
machinery.

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Major Commodities Imported From Belgium 2012
Major Commodities Imported From Belgium 2012

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Major Commodities Imported From China 2012
Major Commodities Imported From China 2012

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Industry information
Ghana economy is an emerging digital-based mixed economy hybrid similarly to that of Taiwan with an
increasing primary manufacturing and exportation of digital technology goods along with assembling and
exporting automobiles and ships, diverse resource rich exportation of Industrial Minerals , agricultural
products primarily cocoa, petroleum and natural gas, and industries such as information and communication
primarily via Ghana's state digital technology corporation Rlg communication which manufactures Tablet
Computer with Smart phone and various consumer electronics
.
In July 2013, international Enterprise Singapore opened its 38th global office in Accra, to develop trade and
investment on logistics, oil and gas, aviation, transportation and consumer sectors. Singapore and Ghana
also signed four bilateral agreements to promote public sector and privet sector collaboration

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The State of Ghanaian Economy in 2013

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Competitors
Competitor
Competitor Establish
date
Size Strengths Weaknesses
HUFRA-COMPU-TECHS,
Ltd.
2002 11 - 50
People
provider of computer-aided
design(CAD)and computer-aided
manufacturing(CAM)with (CNC)machine
tools services and products to Ghana and
west Africa
Located in Tema 546 K.m
From Accra
Mr. MICHAEL FRANK
Tele
0044-7950-406160
Faxs
0044-1903-247974
Address
54 Palmerston Avenue, GORING-BY-SEA, WEST SUSSEX, Ghana

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Competitors
Competitor Establish date Size Strengths Weaknesses
colljoe Ghana
limited
No more available information about this company
colljoe ghana limited
p.o box nk 17 north kanshie
accra 0233
023324-391-3466
Fax
023324-391-3466

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Marketing Strategy
Using an Agent or Distributor
• When choosing a Ghanaian business partner, some important factors may be:
The agent or distributor chosen understands the local economy import/export regulations;
• Whether exclusivity is a priority for a distributor or agent (note that most agents and distributors in Ghana
represent several product lines so an exclusive agent/distributor may be more difficult to find);
Direct Marketing
Direct marketing is not a popular business method yet in Ghana. There are a very limited number of
international direct marketing companies with an established presence.

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Marketing Strategy
Promotion and Advertising
There are several advertising agencies in Accra. A few of the larger agencies offer a full range of publicity and
sales promotion service in the country’s main population centres. The popularity of trade shows is also growing
and can sometimes be a useful means of reaching consumers. The following is a list of major newspapers and
business journals:
• Daily Graphic
• Ghanaian Chronicle
• Ghanaian Times
• Business and Financial Times

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Marketing Strategy
Pricing
Ghanaians are generally price sensitive for most product categories. At the same time,
when higher quality products mean longer replacement intervals or better product
Performance, Ghanaians are often willing to consider factors other than price alone
Products or Service Price
Lathes & Milling
Machine
DMG sent quotation With the price
But we must consider corruption in Ghana –
Marketing expense

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Ghana 2 weeks Activity plan
Essential Needs
Short presentation from machine dep. & service Dep. ( to send it by mail or
fax ) .
Call script : Basically contain short introduction about DMG – Machines-the
main target from the call Create Awareness about the company and start to
built relation with the customer + Collecting data from the customer
Create Attractive Marketing Mail: contain short introduction about DMG-
some photo for machine plus company profile in Africa

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Ghana 2 weeks Activity plan
2 Weeks Activity plan diagram
33 calls per day
30 New Customer
in Ghana
30 New Customer
in MIS
Actual
30 potential Customer Ready
for Visit & next Action
After 2 weeks

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Reference
• Annual 2014 GDP Ghana
• country of origin information report : Ghana. May 2012
• COUNTRY REPORT – GHANA 2012 Bright Oduro
• Country Report 2013
• Economy Profile 2015 Ghana
• European Commission report 2009- 2013
• Ghana 2014 (Eline Okudzeto - Wilberforce Aminiel Mariki - Gregory De Paepe - Kordzo Sedegah )
• Gross Domestic Product: Quarterly GDP for 2nd Quarter 2014 and Revised Annual GDP for 2013 and Provisional
Annual GDP for 2014
• GHANA'S Merchandise TRADE INDICATORS 2010-2013
• Gross Domestic Product 2012
• MINISTRY OF FINANCE AND ECONOMIC
• Operational guidance Note : Ghana . Jan 2013-
• REPUBLIC OF GHANA MINISTRY OF TRANSPORTATION & GHANA STATISTICAL SERVICE
• Scoping Study on the Evolution of Industry in Ghana
• The Textiles and Clothing Industry in Ghana Peter Quartey

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• Internet
http://data.worldbank.org/country/ghana
http://www.africaneconomicoutlook.org
http://library.gwu.edu/
http://www.bbc.com/news/world-africa-13433790
https://www.cia.gov/library/publications/the-world-factbook/geos/gh.html
http://www.bog.gov.gh/
Reference

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ghana

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