THE INDUSTRIAL SECTOR OF GHANA

Clearly, marketing activities within the industrial sector of Ghana should be carried out under a well thought out paradigm of efficient, effective and socially responsible marketing. Unilever is of the view that its products must be readily available at nearby shops at a fairly cheap price. The company therefore focuses on achieving high production efficiency, low cost and mass distribution. As a company, Unilever works to create better future every day with brands and services that help make sustainable living commonplace. However, PZ Limited are guided by the fact that consumers favour those products that offer the most quality, performance or innovative features. Managers in this organization therefore focus on making superior products and improving them over time, assuming that buyers can appraise quality and performance. PZ also believes in enhancing lives through extraordinary brands. The management of Nestle Limited holds that consumers and businesses if left alone will ordinarily not buy enough of the organizations products. The organization must therefore undertake an aggressive selling and promotion effort. Nestle is arguably the worlds largest food and beverage company with more than two thousand (2,000) brands from global icons to local favourites. The management of GHACEM Limited is of a different opinion. They have aligned themselves with the view that the key to achieving organizational goals consist of the company being more effective than its competitors in creating, delivering and communicating customer value to its chosen target market. The products of GHACEM are produced according to international standards and can be used in most construction applications. ERNEST Chemist Limited holds that, all companies prosper when society prospers. The Management of ERNEST Chemist claims that the company as well as individuals will be better off if social responsibility was an integral part of every marketing decision. Implicatively, this requires all marketers to adhere to the principle of social marketing. The company is a wholly owned Ghanaian company with limited shares.

The management of Delvin Ghana Limited has observed that every day, dramatic developments are occurring in the marketplace. The marketing department therefore embarked on an integrated approach to take advantage of the developments within the marketplace. They implemented the use of digital marketing tools such as Web sites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, at any time, via their digital devices. Marketers at Delvin used mobile channels to stimulate immediate buying, make shopping easier, and enriched the brand experience of their customers. The Great economic Recession from 2008 to 2009 undermined consumer confidence. During the post-recession era, consumers have become more frugal. As a result new consumer spending values emphasize simpler living. Marketers at Delvin Company Limited are therefore focusing on practicality and durability in their product offerings and marketing pitches. Managers at Delvin Company Limited are increasingly taking a global, not just local, view of the companys industry, competitors, and opportunities. Also, marketers at Delvin Company Limited are re-examining their relationships with social values and responsibilities. The marketers of Delvin Company Limited are therefore seeking ways to profit by serving the immediate needs and the best long-run interests of their customers and communities.

Required;

1. As the incoming marketing manager of the Association of Ghana Industries (AGI), explain to management the marketing orientation that has been adopted by all five companies with reference to the case study. (25 marks).

2. As the marketing manager of Delvin Ghana Limited, explain to senior management the efforts you are making to take advantage of the changing marketing landscape in contemporary times with reference to the case study. (25 marks).