Maximizing Export Performance of Alcoholic Beverages in Ghana Through Packaging. : Case: Kasapreko Company Limited and Gihoc Distilleries Company Limited
Akoetey, Francis (2013)
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There has been an increase in international competitiveness in the 21st century compared to the century that preceded it. This has made it imperative for manufacturers exporting across international borders to be wary about this fact. The issue of packaging quality and effectiveness is one that has been a major setback on the export performance of products provided to the export market from Ghana. This thesis is primarily focused on the alcoholic beverage industry in Ghana and it is aimed at investigating how alcoholic beverages are packaged in Ghana, challenges faced and how packaging can enhance the export performance of companies within the industry. In the quest to reach the above objective, both theoretical and empirical studies were conducted. The empirical part concentrated on two case companies namely, Kasapreko Company Limited and Gihoc Distilleries Company Limited with specific focus on the marketing departments of the above companies. Data collection was conducted through interviews, from available literatures and also from the internet. A comparative qualitative research method was used in gathering the empirical data with the aid of a questionnaire through an interview. The thesis did prove the fact that not only does packaging play the traditional role of product protection, but it also serves as a tool that provides both convenience and information to the user. It serves as a strategic marketing tool that enhances the sales performance of a product. It was gathered from the empirical search that there really existed challenges within the industry under review of which included inconsistencies in the supply of packaging and packaging materials and quality, and design variations. The study of the case companies revealed that there was the use of both adaptation and standardization of packaging strategies in their international markets. The findings also pointed to the fact that the use of effective and efficient packaging helps to maximize the export performance of companies within the alcoholic beverage industry in Ghana.