Marketing U.S. Products and Services 1. The channels of distribution available to U.S. suppliers of goods and services in Ghana are wholesalers, retail outlets, and agents or distributors.
Some suppliers sell directly to the government while others sell to indigenous associations.
Exporters are advised to consider the requirements of the product and the potential market before choosing a distribution channel. While there are no laws requiring the retention of a local agent or distributor for a foreign company exporting to Ghana, American companies wishing to enter the Ghanaian market are strongly advised to retain a business person or persons resident in Ghana to market their products. An agent or distributor should possess a thorough understanding of the economy. If the exported product requires servicing, qualified personnel and a reasonable inventory of spare parts must be considered. Exporters should be aware that agents and distributors commonly represent several product lines.