Sector Export Marketing Plan for Ghanaian exotic fruits

Together with the stakeholders of the Ghanaian mango and pineapple industry, we have co-created a Sector Export Marketing Plan (SEMP) for Ghana’s exotic fruits value chain. It is part of the WACOMP programme, co-implemented by UNIDO.

First, by means of a 360° market analysis, potential export markets were identified. It was followed by strategic sessions with the stakeholders, leading to an export development and promotion strategy. Then, jointly, a concrete action plan was set up aiming to implement the strategies and to start working on realizing export growth and promoting Ghanaian pineapples and mangoes in the new target markets.

Products

Exotic fruits

Year

2020 – 2021

Country

Ghana

Type of activity

  • Branding
  • Capacity building BSO
  • Market research & intelligence
  • Strategy development

Year

2020 – 2021

Country

Ghana

Type of activity

  • Branding
  • Capacity building BSO
  • Market research & intelligence
  • Strategy development

UNIDO and Globally Cool mobilized a Value Chain Steering Committee, consisting of key public and private sector stakeholders, and facilitated the development of a Sector Export Marketing Plan (SEMP) in order to improve joint performance and coordination towards increased exports.

The SEMP started with a 360° market analysis and comprised:

  • A quantitative trend analysis of global trade flows and Ghanaian trade flows of the respective products.
  • A quantitative comparison of Ghana’s performance vis-à-vis global competitors.
  • A qualitative analysis of the perception of international buyers on Ghana’s value chain.

The market analysis was followed by several strategic sessions with the stakeholders to review and validate the market findings and to co-create the foundations of the SEMP, formulate sector ambitions, define priority markets and determine competitive advantages and key values for the sector’s branding and promotion strategy.

In the end, realistic strategies and intervention plans have been defined in a co-creation manner to overcome challenges in the sector and tap opportunities in the prioritized markets.

The next step will be the implementation of the SEMP, which includes the re-activation of the Sankofa brand for the pineapple sector.

Activities

1. Creation of a 360° market analysis of the mango and pineapple value chains, which entailed:

  • A quantitative trend analysis of global trade flows and Ghanaian trade flows of the respective products.
  • A quantitative comparison of Ghana’s performance vis-à-vis global and regional competitors.
  • A qualitative analysis of the perception of international experts and buyers on the Ghanaian value chains.
  • A qualitative analysis of the different trends that will impact the future of the exotic fruit market.
  • Supply side analysis with opportunities and challenges for Ghanaian exotic fruit value chains.

2. By means of several strategic sessions, the promotion and branding strategy was defined together with an action plan to address the challenges in terms of export development. The following activities were carried out:

  • Presentation of market findings, Ghana’s performance in perspective of global and regional competitors and buyer feedback.
  • Break-out room session with group discussions to formulate responses to the market findings and prioritize target markets.
  • Plenary discussions and active coaching to come to an agreement on export ambition, targets and priority markets for consolidation, penetration and growth.
  • Homework in groups to suggest prioritization of export development activities required for improved performance.
  • Plenary sessions, break-out rooms and active coaching to detail the proposed interventions in both the export development and export promotion areas.
  • Coordination with the local expert to drive the homework efforts.

Results

Among the key results are:

  • SEMP completed: realistic strategies and intervention plans have been defined in a co-creation manner to overcome challenges in the sector and tap opportunities in the prioritized markets.
  • A committed and enthusiastic team of decision makers and influencers in the mango and pineapple value chain have joined hands – and continue to do so – to work on a coordinated and concerted effort to take the sector export performance to a higher level.
  • Plans and resources of public and private sector stakeholders have been aligned.

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