Marketing Strategies to be Adopted by a Chocolate Manufacturer to Export to the Ghanaian Market

Abstract

More recently, chocolate manufacturers have been considering opening a new market to expand their presence in Ghana. Despite the abundance of raw materials in Ghana, there is still limited knowledge of the discrete consumption patterns. This study aims to identify the current market size, and consumer preference and to explore the marketing strategies adopted by a chocolate manufacturer to export to the Ghanaian market. Quantitative data were collected and analysed using Microsoft Excel 2019 with 210 respondents. The results showed that the companies should adapt the 4Ps of the marketing mix, considering the requirements of the local market.