Marketing Strategies Helping UK Firms Achieve Competitive Advantage in Ghana

Laura F.

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Marketing Strategies Helping UK Firms Achieve Competitive Advantage in Ghana

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Marketing Strategies, UK Firms, Competitive Advantage, Ghana

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Abstract

The participants of the survey were employees and managers of Cadbury Ghana Ltd and Nestle Ghana Ltd. We collected data from both companies to get a full overview of the cocoa industry in Ghana and challenges international firms need to face, due to the increased legislation. The two company managers (one from each company) both worked in the international marketing department, while the five employees (two from Nestle Ghana Ltd and three from Cadbury Ghana Ltd) worked in administration and logistics.

Nestle Ghana has been operating in the country since 1957. In its current form, it has existed since 1987. The Tema factory started production on 1971. Nescafe 3 in 1 products, IDEAL Milk and CARNATION Milks are manufactured in Ghana. (1) In 2003 Nestle Ghana Ltd improved its operations and built a new warehouse and a Central Distribution Centre close to the production unit. The sales offices (where employees and managers are lo cated) are next to smaller warehouses, in Kumasi, Tamale, Koforidua and Takoradi. The company has been recognized by the Ghanaian government for its contribution towards the economy.

Cadbury Ghana is an international company, and they also have a great involvement in the cocoa product manufacturing industry in Ghana. They produce confectionery products, candies from chocolate purchased in the country. The company is the largest confectionery company in the world, and its cocoa product export includes America, Australia and Africa. The leadership has recently signed up for a fair trade agreement with the Ghanaian government, and their responsible investment is recognized by authorities as well.

Introduction
Statistical profile of respondents
Scale of the survey
Knowledge base, contribution and government legislation - Thesis
Differentiation and government legislation on consumers -Thesis
Integration strategies and standardization - Thesis
Statistical difference based on the level of involvement
Conclusion

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[...] The company leverages its global position to differentiate its message in the Ghana marketplace and marketing products produced in the country. Agree ο Do not agree ο Neither agree or disagree ο 13. Multi-domestic strategy helps us communicate a positive company image in Ghana and differentiate our market activities. Agree ο Do not agree ο Neither agree or disagree ο References: 1. Ghana Business Index, Nestle Ghana Limited entry. http://business.everythinghana.com/index.php 2. Ghana and the cocoa marketing dilemma: What has liberalisation without price competition achieved? [...]

[...] The scale of study does not prove that there is a strong connection between marketing strategies and legislation issues. The questionnaire did not help us this time to prove the thesis, however, there is an indication that fair trade policies and legislation has been successfully implemented by both companies . In the past, firms' movements to become an MNC has been regarded as an action being motivated by the desire to accomplish ownership advantages, as advocated by Dunning and Narula (1995) and or gaining access to low cost resources and raw materials, adjusting to existing products and operations to different economic process and market conditions across various economies. [...]

[...] We can clearly see that overall, the two companies did have similar values regarding the opportunity provided. Both Nestle Ghana Ltd and Cadbury Ghana Ltd scored 13. In this case, we did not assign a specific significance level to employees and managers, to make the data more reviewable. It is important to review question three in the study. Although there were no significant differences between the two company, (Nestle scored 1 and Cadbury being one of the lowest scores, it is important to note that companies see benefits of liberalization, while they are able to successfully market despite competition. [...]

[...] We are noting the positive answers to the survey questions with a + mark. There were three possible answers to be selected: Yes; No; I don't know. To make the survey easier to analyze and create a quantitative record, we only record the positive answers and ignore the negative and passive ones. We have set the significance level of managers ad 3 and employees as 1. dominance on the cocoa is able to implement market is achieved controlled using existing knowledge by applying modern advanced methods to its fair trade technologies of the mother responsibilities transferred from company its originating country Nestle Cadbury Nestle Cadbury Appendix 2. [...]

[...] The state is in full control of cocoa export in Ghana (Ghana and the cocoa marketing dilemma. Online.) and this legislation has its own implications on companies. An impressive growth in the rural areas has been achieved, thanks to the partial liberalization. The Cocoa Board has implemented export regulations in 1984 (Ghana Cocoa Board Law PNDC. L.81) to secure the most beneficial agreements for both farmers and the state. All companies had to be registered as a buyer company within Ghana to be able to buy, grade and seal local produce for export. [...]

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