This report has been written as a thesis for the study Management, Economics and Consumer studies at Wageningen University and serves as a closing off of the specialization Management studies at the chair group Marketing and Consumer Behavior. The subject of this thesis has been offered by Dr. T. Wolters, director of the company named ISCOM. In this summary the main results of the research will be presented.
Ghana has suitable soils and the climate is favorable to produce high-quality agricultural products like maize and cassava. However, when there is no market for these products, there will be no volume of trade and no income will be created. This lack of sufficient understanding of the market opportunities for maize and cassava was the cause of ISCOM to start this research. Through the analysis of the current market situation and future market perspectives of maize and cassava cultivated by the farmer group of the Western Region, ISCOM wants to contribute to the development of a sustainable market strategy.
This research will give insight in the current market situation and future market perspectives which will result in a strategic marketing planning for ISCOM. A planning for the mid term, 3 till 5 years and for the long term, 5 till 10 years. The SWOT analysis will give this strategic insight in the development of the different markets. A SWOT analysis exists of an internal and an external part. Those two parts deliver respectively, strengths and weaknesses compared to the major competitors and opportunities and threats concerning all external factors of the enterprise. The essence of the SWOT analysis will be the confrontation of the internal elements with the external elements; the confrontation matrix. This matrix will show intensified aspects and will lead to a number of strategic options. The choice of these strategic options has three criteria; they need to be suitable, feasible and acceptable.
The data collections in Ghana could not begin without a good orientation about Ghana, the Ghanaian market and the products maize and cassava. After this orientation, there is started with the collection of secondary data to leave well prepared. After the secondary data research delivered enough insight, there is started with the primary data collection; 12 qualitative semi-structured interviews which took place in Ghana. The analysis will begin from the moment that the interviews are reported. The interview reports will be combined, counted, discussed and further analysed in the internal and external analysis.
The internal analysis discusses the structure, conduct and performance of the current and future supply chain. In the current situation the farmers of the Western Region producing maize and cassava, which mainly will be consumed at home or will be market at the local market. In the expected future situation, these farmers producing to consume at home, market at the local market or the products will be transported to other actors of a possible supply chain. The internal analysis results in internal strengths and weaknesses.