Ghacem in Ghana: marketing cement in a newly competitive environment
Publication date: 7 November 2019
Issue publication date: 11 November 2019
Abstract
Theoretical basis
This case study applies the scanning of marketing environment (i.e. typology of marketing environments); strategic marketing planning process, involving SWOT analysis, growth strategies; and marketing mix (four ps).
Research methodology
This is modeled as a qualitative study. Primary data were collected through a phone interview with the key informants, and secondary data came from various publications such as government reports, news portals and company websites.
Case overview/synopsis
Ghacem was the first cement manufacturing company in Ghana and had enjoyed a monopoly for almost 33 years. The company offered a homogeneous product to an undifferentiated market from 1967 until competition began in 2000. New competitors promote the use of cement grade numbers on their product packaging to signal a better value, which intensified the competition. As the Head of Marketing of the company, Benny was asked to develop a marketing strategy for the company’s newly developed product for the company to remain competitive.
Complexity academic level
Undergraduate students taking Principles of Marketing.
Keywords
Acknowledgements
The authors are thankful to Ghacem for granting interviews and providing materials for the case, which was written for the purpose of stimulating classroom discussion rather than to illustrate either effective or ineffective handling of an administrative situation or strategic situation. The authors also drew from secondary sources.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The authors may have disguised names; financial, and other recognizable information to protect confidentiality.
Citation
Kpekpena, I. and Hu, H. (2019), "Ghacem in Ghana: marketing cement in a newly competitive environment", , Vol. 15 No. 5, pp. 485-502. https://doi.org/10.1108/TCJ-01-2018-0016
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited