Imagine you were a Business Development and Marketing Consultant with many years experience in SME development. Your client is a newly formed Jaman Cashew Products Ltd, based in Sampa in the Bono Region of Ghana set up because of the abundance of raw materials in the area to produce cashew drinks. The company is a start-up enterprise put together recently by three local businessmen who want to operate under the Government of Ghanas One-District-One-Factory (1D1F) programme to take advantage of the 1D1F incentives;

tax holiday of five (5) years after commencement of operations, exemptions, waiver of import duties and levies on equipment, machinery, plants and parts and raw materials. Industrial plants, machinery or equipment and parts imported for IDIF are exempted from payment of levies and Customs Import Duty under HS Codes chapter 82, 84, 85, and 98 and total exemption from payment of withholding taxes from dividends; Relief from double taxation for foreign investors and employees

Founders of Jaman Cashew Products Ltd are successful business magnates with strong backgrounds in banking, Insurance and transport industries with no experience in manufacturing, sales/marketing or Frequently Moving Consumer Goods (FMCG).

But as part of the requirements to get government support they are required to present a five (5) year business plan detailing how their marketing and sales activities for the cashew products will be. Upon this requirement, they have sought your services as a consultant:

Upon proper analysis of available marketing information and your own research;

1. Show how you will segment the fruit juice industry in Ghana into three (3) market segments and demonstrate why any two (2) of the market segments are the viable ones for your clients to consider