ghana marketing development plan presentation

Ghana Marketing Development Plan

Mansour Zaki , 12.04.2015

Title Company, Name Surname, Date 2


Ghana Marketing Development Plan



Ghana Map


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



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




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



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, ,



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



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

Industrial Area



Heavy Industrial Area (Tema ) Zeetech Light Industries

Industrial Area

(Tema ) Steel factory Automobile factory Zeetech Light Industries



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.



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


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



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),

http://en.wikipedia.org/wiki/Typhoid

http://en.wikipedia.org/wiki/Pulmonary_tuberculosis

http://en.wikipedia.org/wiki/Anthrax

http://en.wikipedia.org/wiki/Pertussis


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 )



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%. Mansour Zaki , 12.04.2015


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



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



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.


Major Commodities Imported From Belgium 2012

Major Commodities Imported From Belgium 2012



Major Commodities Imported From China 2012

Major Commodities Imported From China 2012




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



The State of Ghanaian Economy in 2013



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



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




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.


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




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


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



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



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



• 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


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/

ghana marketing development plan presentation

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