MARKETING

PESTLE ANALYSIS ON GHANA.

INTRODUCTION

Formed from the merger of the British colony of the Gold Coast and the Togoland trust territory, Ghana in 1957 became the first sub-Saharan country in colonial Africa to gain its independence. Ghana endured a long series of coups before Lt. Jerry RAWLINGS took power in 1981 and banned political parties. After approving a new constitution and restoring multiparty politics in 1992, RAWLINGS won presidential elections in 1992 and 1996, but was constitutionally prevented from running for a third term in 2000. John KUFUOR succeeded him and was reelected in 2004. John Atta MILLS took over as head of state in early 2009

GHANA’S BACKGROUND

Location: Western Africa, bordering the Gulf of Guinea, between

Cote d'Ivoire and Togo. Ethnic groups: Akan 45.3%, Mole-Dagbon 15.2%, Ewe 11.7%, Ga-

Dangme 7.3%, Guan 4%, Gurma 3.6%, Grusi 2.6%, Mande-Busanga 1%, other tribes 1.4%, other 7.8% (2000 census)

Religions: Christian 68.8% (Pentecostal/Charismatic 24.1%,

Protestant 18.6%, Catholic 15.1%, other 11%), Muslim 15.9%, traditional 8.5%, other 0.7%, none 6.1% (2000 census)

CONTD:-

Languages: Asante 14.8%, Ewe 12.7%, Fante 9.9%, Boron

(Brong) 4.6%, Dagomba 4.3%, Dangme 4.3%, Dagarte (Dagaba) 3.7%, Akyem 3.4%, Ga 3.4%, Akuapem 2.9%, other 36.1% (includes English (official)) (2000 census)

Area: total: 238,533 sq km country comparison to the world: 81 land:

227,533 sq km water: 11,000 sq km

IMPORT AND EXPORTS OF GHANA

EXPORTS OF GHANA:- Traditionally, Ghanaian exports include cocoa,

timber, gold, tuna, bauxite, aluminium, manganese ore, diamonds, horticulture The mining sector has experienced substantial growth in recent years as new mining technology has permitted the profitable exploitation of lower grade ores.

However agriculture still dominates the economy. Gold, timber and cocoa production are major sources of foreign exchange.

Netherlands 13.45%, UK 7.87%, France 5.85%, Ukraine 5.84%, Malaysia 3.97% (2009)

IMPORT AND EXPORTS OF GHANA

Imports: Commodities, capital equipment, petroleum, consumer goods, foods, intermediate goods. Their imports partners include the United Kingdom, Nigeria, United States, Germany, Japan and the Netherlands.

It also imports tea and coffee. China 16.8%, Nigeria 11.88%, US 6.63%,

Cote d'Ivoire 5.99%, India 5.57%, France 5.09%, UK 4.23% (2009)

INDO-GHANAIAN HISTORY

Indo-Ghana relationship have traditionally been warm and friendly. The strong foundation was built by India’s first Prime Minister Jawaharlal Nehru and Ghana’s first President Kwame Nkrumah; the two great leaders enjoyed a special kind of friendship. Both were influential in the formation of the Non Aligned Movement in 1961.It is of significant to note that the Flagstaff House which served as the office of President Nkrumah was located near India House, the residence of the High Commissioner of India. The location of the two buildings reinforces the special bond between India and Ghana.

Coincidentally, when the current government deemed it prudent to build a presidential palace, it chose the same place for that wonderful architectural edifice designed from India. The building has been made possible with a loan from the India Government

INDIA EXPORTS TO GHANA.

Pharmaceuticals IT Engineering products. Telecom equipment. Agro chemicals. Tea and coffee.

INDIAN IMPORTS FROM GHANA

Petroleum. Cocoa. Timber. Gold.

POTENTIAL EXPORTS/INVESTMENTS FROM INDIA…..

India has sought a greater role in Ghana's energy sector, pitching for more tie-ups between ONGC Videsh (OVL), the overseas exploratory and acquisition arm of the state-run upstream major, and oil companies of the African nation Commerce.

India also to export the “ARJUN MAIN BATTLE TANK” to GHANA as it’s a valued allies in AFRICA which help them in defense forces.

GHANA’S SOCIAL,BUSINESS,CLUTURE ETIQUETTES

Cultural Etiquettes:-

The Family Family is a very strong bond in Ghana and is the primary source of identity,

loyalty and responsibility. Family obligations take precedence over pretty much everything else in life. Individuals achieve recognition and social standing through their extended family.

An interesting cultural variation among the Akan, or Ashanti and Fanti people, is that affiliation within the clan is through women. Mothers have a higher status as in their point of view people get their blood from mothers.

It is important for Ghanaians to maintain dignity, honour, and a good reputation. The entire family shares any loss of honour, which makes the culture a collective one. In order to protect this sense of face there is a need to maintain a sense of harmony; people will act with decorum at all times to ensure they do not cause anyone embarrassment. .

CONTD:-

Hierarchy Ghanaian society is hierarchical. People are

respected because of their age, experience, wealth and/or position. Older people are viewed as wise and are granted respect. In a group one can always see preferential treatment for the eldest member present. With respect comes responsibility and people expect the most senior person to make decisions that are in the best interest of the group.

BUSINESS ETIQUETTES

Business Meetings Initial meetings are really all about finding out about one another

and if a personality fit allows for future, more business specific meetings. One should therefore expect to spend quite a good deal of time in relationship and rapport building. Do not be surprised is business is not really discussed much at all.

First meetings may also tend to be a little more stiff and formal although once a rapport has been built this will soon dissipate. It is important to maintain a polite and somewhat reserved demeanour.

Hierarchy is respected so the most senior person is greeted first. He/she may be the spokesperson for the group or may deputise key stakeholders to speak.

Ghanaians have a keen sense of humour and enjoy telling jokes. However until you have understood their sense of humour it is best to refrain from telling jokes yourself. If a Ghanaian teases you take it good-naturedly. For the most part, this shows they are becoming more relaxed with you.

CONTD:-

Communication Style Ghanaians are more indirect communicators. This means they

take care not to relay information in any way that could cause issues, whether that be giving someone bad news, turning down an invitation, refusing a request or any other such matter. Ghanaians always want to protect their own and others’ face as well as maintain harmonious relationships.

As a result they tend to use proverbs, wise sayings, analogies readily. This allows ideas or messages to be convened in a manner that does not seem so blatant. In fact people who are viewed as wise frequently speak in proverbs.

Silence is a common means of communication. If someone is uncomfortable with a question or do not think the asker will appreciate response, they will say nothing rather than make the other person uncomfortable.

CONTD OF BUSINESS ETIQUETTES

Meeting Etiquette Traditional or native greetings vary among the various ethnic groups. With foreigners the most common greeting is the handshake with a

smile. When shaking hands between themselves Ghanaians will hold the

right hand in the normal manner but will then twist and click each other’s middle finger.

Unless you are experienced it is best to stick to a normal handshake! Christians will generally shake hands between the sexes Address Ghanaians by their academic, professional, or honorific title

and their surname. As a sign of respect, males over the age of 30 may be addressed as

"pah-pah" while women of the same age may be called "mah-mee". People over the age of 50 may be referred to as "nah-nah".

CONTD:-

Dining Etiquette Ghanaians enjoy entertaining in their homes and you should accept any

invitation as a sign of friendship. Dress well; Ghanaians place a lot of emphasis on how people dress. You

may need to remove your shoes. Greet elders of heads of family first. Ghanaians table manners are relatively formal. Wait to be told where to sit. A washing bowl will be brought out before the meal is served; use it to

wash your hands. Food is generally served from a communal bowl. Do not begin eating until the eldest male does. Eat from the section of the bowl that is in front of you. Never reach

across the bowl to get something from the other side. If you use your hands then scoop the food with the thumb and first two

fingers of the right hand. Do not use your left hand.

PESTLE ANALYSIS ON GHANA

Political factor: Ghana is a politically an unstable country to setup the business due to unstable government and also the banking system is not properly organized with that infrastructure due to so many resources they are good at they are not efficiently using those resources.

Economical factor: banking, education, inflation are lacking effective measure in this country.GDP growth is extremely poor compared to other country of 2.1% also due to industries not being brought up the government due to poverty in the country.

PESTLE ANALYSIS

Technological factor:- it’s the most worrying factor for any businessmen because the technology in Ghana is extremely poor and in today’s world if we see the technology is forward that they don’t have sufficient skilled labour to understand the technology. And also the local labourers are being exploited by the other countries which are taking the advantage of the poverty in the country.

Legal factors: might be the judiciary functioning system having loop holes in operating the business.

Environmental factors:- as they are into more of extracting natural resources the major worry might be the pollution level in the country.

THANK YOU: ))

MADE BY: KEYUR DESAI. SHRIDHAR PANDYA. ZEIN KHAN.