Maximizing export performance of alcoholic beverages in ghana through packaging (case: kasapreko company limited and gihoc distilleries company limited)

Thesis Overview

<p> </p><p><strong>1 INTRODUCTION</strong></p><p>&nbsp;</p><p>This chapter will deal with a general background to the study, also with a brief look into the research objectives and questions. The research method adopted will also be highlighted in this chapter followed by the limitations to the study and then finally, a look at the structure of the study.</p><p>&nbsp;</p><p>&nbsp;</p><p>&nbsp;</p><p>&nbsp;</p><p><strong>1.1 Background and Purpose of the Study</strong></p><p>&nbsp;</p><p>The research topic deals with packaging and how it can enhance the export performance of firms in the alcoholic beverage industry in Ghana. It focuses on two case companies, Kasapreko Company Limited and Gihoc Distilleries Company Limited. It is purposed to know how the case companies package their products and how packaging enhances their export performance.</p><p>&nbsp;</p><p>The global market has become much more competitive in the 21st century (Hauser, 2007,) as compared to the century before it. This has made it even more difficult to survive in the international market and it is a real force to reckon with. In such situations only the best practices coupled with innovation can give one firm an edge over the other in the struggle to win international customers. One very important element to consider is packaging and presentation of products since these elements especially the former tells a lot about a product and its contents and it is the first call for attention.</p><p>&nbsp;</p><p>&nbsp;</p><p>Ghanaians produce distinct products but lack the ability to really present them in the best way (Obeesi A., 2010). This prevents them from getting the best out of their produce in the international market. This is due to the high costs involved in developing quality and attractive packages and this is what will make them more competitive internationally. Apart from getting the right customer for your product, it is very important to also try as much as possible to get the best value for your product and this is where the issue of getting the best packaging comes to bare.</p><p>&nbsp;</p><p>&nbsp;</p><p>Packaging has in recent times become a very important tool in the marketing of products since it does more than just protect the product; it also serves as the silent sales person for the company (Packaging-Gateway.Com, 2005). It is seen as a strategy that serves two main functions. The first is to serve as a protective tool rather than a communication tool and the second function concerns the marketing communications needs and its potential impact on the purchase decision making process.</p><p>&nbsp;</p><p>&nbsp;</p><p>Good packaging gives one company an urge over the other and could be seen as a way to gain international competitive advantage. With the development of technology, more could be done. The export performance of alcoholic beverages produced in Ghana can be achieved not only with quality products and good communications, but it has to be complemented with good and attractive packaging that is produced at lower costs.</p><p>&nbsp;</p> <br><p></p>