ghanaopendata/ghanaian-research-english huggingface dataset:
A business feasibility study for Equilibrium Partners: Accessing market entry into selected tertiary institutions in Accra for the development of a 500-600 student rental housing unit

Given the inverse relationship between Ghanaian annual tertiary admission rates and current tertiary student rental housing, Equilibrium Partners Limited, a leading real estate developer, is looking to develop a 500 – 600 tertiary student rental housing unit for seven selected universities in the Greater Accra Region, namely, Ghana Institute of Management & Public Administration, University of Ghana – Legon, University of Professional Studies, Radford, Lancaster, Knustford and Webster University. With the stated market opportunity, the problem, however, is readily available data on the tertiary student rental housing market, integral in assisting Equilibrium Partners Limited assess the demand and profitability of the tertiary student rental housing market. Thus, the research aims to conduct a business feasibility study on selected tertiary institutions to provide Equilibrium with data-driven market & financial intelligence, which will assist the firm in making an informed decision on market entry. The research scope focused on metrics like the available student housing within selected universities, size of the unmet demand from students, current market price point and the financial feasibility of Equilibrium's prospective development. In conducting the study, students & university officials (in charge of housing) of the selected institutions and private-owned hostel managers were representative of data sources. With a 500-sample size, the research methodology utilized was mixed methods. Given the qualitative and quantitative construct of the study, the mixed method approach allowed for tools like questionnaires and interviews to extract discrete and descriptive data from identified data sources to gain perspectives on the tertiary student rental housing market. Key insights indicated that while demand was high, given the market's low willingness to pay, it was financially unfeasible for Equilibrium to make market entry.

Source: Ashesi
A marketing plan for Graceful Gardens Events Center

Graceful Gardens Event Center is a garden event center in Tema, run and owned by a sole proprietress, Ms. Esther Adjei. Graceful Gardens offers its garden space to clients throughout Tema and beyond, for social and recreational events. Ms. Adjei has been running the center for five years and desires to grow her business by generating additional revenue, promoting her business and increasing her client base. This project, with the aid of a need’s assessment, validated the stated problem and the data indicated that Ms. Adjei possessed, but failed to properly utilize the skill and resources necessary to merit an increase in her revenue and client base. Thus, this project devises a solution for Ms. Adjei to effectively optimize her skill and resources to generate increased revenue and a larger client base. Available literature revealed marketing frameworks and models, as well as success factors that have been effective in solving similar problems in the industry. The findings aided in the development of a marketing plan, modeled by the service marketing mix framework whereby strategies for each of the 7 P’s under the framework were proposed to redesign product offerings as well as improve processes, pricing strategies and promotional efforts towards increasing revenue and client base. An implementation plan was included to serve as a guide on how best to use this solution to achieve optimal results. Some recommendations were made on financial planning and upscaling options available to Ms. Adjei that could be implemented to further achieve her goals and objectives.

Source: Ashesi
A marketingplan for Built Accounting Services

Built Accounting Services is a cloud accounting firm incorporated in November 2016 by Edward Neequaye as an extension of business and financial help service provided under a £4 million UK aided fund meant to enhance growth in new enterprises in Ghana and across Africa. Since then, the firm has evolved into a full-fledged accounting firm that seeks to help SMEs grow their finances. Over the years, even though there has been an explosion of SME’s in Ghana; Built Accounting Services is yet to capture the market and create a name for itself. A comprehensive needs assessment conducted identified that Built Accounting Services battles with the problems of small number of customers, low sales and low customer base. These challenges were revealed to be the direct result of limited promotional activities, inadequate training for marketing personnel, little customer trust and insufficient funds. Using the Ishikawa diagram and the 5Whys problem analysis tools to analyze the identified problems further revealed low funds and the neglect of the marketing function as the root cause of all the problems that Built Accounting Services face. The goal of this project is to create awareness about Built Accounting Services and increase its customer base by mitigating the problems identified through relevant plans and strategies. The literature reviewed disclosed that the marketing mix framework has long been recognised as one of the most successful marketing frameworks even though most accounting firms are far from adopting this market-driven orientation evident in the marketing mix (Morgan, 1990). This project proposes various recommendations and solutions embedded in the 7P’s of the marketing mix framework and the balanced scorecard framework. The proposed solution focuses on promotional activities, people strategies, service improvement activities and other activities and strategies that would help solve the problems identified in the needs assessment.

Source: Ashesi
A Review of Digital Marketing Strategies: SMEs in Ghana

The use of digital marketing strategies has become widespread, not only among large companies but also among smaller organisations and companies such as SMEs. Although some SMEs have been able to successfully inculcate digital marketing strategies into their operations, others struggle to do so due to various factors which this research study aims to reveal. There are several types of digital marketing strategies and different companies will require different strategies to get the most out of it. This study focuses on three main Industries and these are the healthcare industry, the food and beverage industry and the real estate industry. One aim of this study is to identify the various reasons why the SMEs under consideration use or do not use digital marketing strategies. This comparative study utilises the qualitative research method, specifically interviews to understand the digital marketing strategies SMEs utilise as well as how it contributes to the success of their company. Data was collected through audio recordings from respondents who answered questions related to marketing strategies (digital and traditional marketing strategies). Thematic analysis was used to analyze the data. Results from the study showed that SMEs using digital marketing recorded more benefits such as online visibility, attracting a wider net of customers as well as improved sales. SMEs who use traditional marketing however had the opposite reactions as they complained about low sales and lack of customers. Other results also proved that digital marketing strategies tended to be more effective as compared to traditional marketing. The implications of this study add to previous literature and affirm the importance of digital marketing to the business world especially SMEs in Ghana. It also reveals the need to switch from traditional marketing to digital marketing as the world is extensively expanding into a digital world.

Source: Ashesi
A strategic plan to increase EMEX-PL’s client base

EMEX-PL Ghana Limited is a privately owned limited liability company that specializes in the sale of petrol and petroleum products to the public. Founded in 2017 by Mr. Jonathan Sekyi and Mr. Felix Dehye, the vision and goal of EMEX-PL is to grow and expand the company, as well as their overall market share in the market in the long run. EMEX-PL is currently working on expanding its retail filling stations and customer base. They however face the issue of the lack of a strong presence in the market, as a result of the current challenges and difficulties they face as a start-up oil company. The purpose of this project is to establish the problem faced by the company in achieving their set goals through research, and suggest solutions that would help EMEX-PL address this problem. EMEX-PL wishes to grow its customer base to achieve its long term goals of business expansion. The solution provided is tailored to engage active customer service strategies and marketing strategies that would attract EMEX-PL’s target customers, increase the chances of brand recognition of the company’s brand and develop a loyal customer base for EMEX-PL over time.

Source: Ashesi
Achieving budget goals: An examination of planning, implementation and control issues in corporate Ghana

The issue of firm's inability to achieve their budget goals is a bit worrying. This leads to the question of whether the firms implement and control exactly what they plan. The study seeks to identify what exactly companies in Ghana take into consideration at the planning and implementation stages of their budgets and to also examine whether Ghanaian companies implement and control exactly what they have planned. Questionnaires were used to collect the necessary data for in this study. With the help of Statistical Package for Social Science (SPSS) Software the data were analyzed. Findings of the study show that companies in corporate Ghana consider a lot of factors before they come up with a budget plan. Furthermore the plan goes through thorough reviews before it is approved by those in authority. However most of them seem to have challenges in the implementation and controlling aspects of the budget. I therefore recommend that the sampled firms organize or undertake seminars and workshops on how budget plans can be coordinated to ensure that the plan is well controlled to help in a smooth implementation.

Source: Ashesi
Adopting the omni-channel model: Identifying and recommending methods of adoption to shoe and clothing retailers in the Accra Mall

[NB: No separate abstract available in document. The following is a brief summary] The objective of this study was to recommend methods by which shoe and clothing retailers in the Accra Mall in Ghana, can adopt the omni-channel model to boost sales and strengthen the customer experience, and to understand the barriers that these type of retailers face in integrating their current retail channels and formats.

Source: Ashesi
AI in the Banking sector: A study to explore the effects of artificial Intelligence on job security in Ghana.

The emergence of Artificial Intelligence (AI) has rapidly transformed business operations and processes globally. Research has continuously discussed the relationship between artificial intelligence and human intelligence (HI) in business. While considerable research has been done in the banking sector, it is mainly based on developed markets, leaving a gap in developing countries. The implications of AI use and adoption in the banking sector on job security must be assessed to be informed about its influence on the large population that depends on the banking sector. The research objectives are to understand the current situation regarding the involvement of AI in Ghana's banking sector and how it impacts job security. Therefore, this study employed a qualitative research design using semi-structured interviews among banks in Ghana to get the participants' perspectives. Purposive sampling was used to get a more valid sample population involved and knowledgeable about AI. Thematic Analysis was used to analyse the data. This research found that AI use and adoption are mainly affected by customer influences such as education and resistance to change. It also reviewed that the fact banking personnel need to be fully informed about AI. The research found that similar to previous research, there are still mixed perspectives about whether AI will replace personnel jobs; some thought it would help HI, others thought it could replace HI, and others thought it was incapable. However, no significant fears of AI replacing HI were prominent as most participants perceived it was ordinary for them to develop themselves to stay relevant in the industry.

Source: Ashesi
An Analysis of the Impact of Digitalization in Ghana's Restaurant Industry Customer Satisfaction.

This study explores the impact of digitalization in Ghana's restaurant industry on customer satisfaction. The presence of digital solutions such as digital payment platforms, online ordering and booking platforms, digital menus, point of sales technology, service robots, and paging systems, in Ghanaian restaurants is rising due to the changing customer preferences towards online services and convenience. These solutions are implemented with the aim of enhancing the customer's dining experience. This study's objectives focus on analyzing how demographics, specifically age, influence level of satisfaction with the digital solutions, the perceived benefits and costs associated with digital solutions' and how it influences overall satisfaction with the digital solutions, and the impact of digital solutions on overall brand image perception and customer retention. To achieve these objectives, a mixed method approach was adopted, with primary data collected through Online Surveys via Microsoft Forms for regression analysis and Semi-Structured Interviews for thematic analysis. Results showed a positive perception of restaurants when digitalized solutions were made available. Correlation analysis also showed a moderate negative correlation (-0.593) between age and satisfaction highlighting that it was that older people were likely to be dissatisfied with digitalization of restaurants as well as a positive correlation between customer satisfaction and the components of the Technology Acceptance Model. In applying the theory of Perceived Value, after evaluation, participants placed a higher value on the benefits of the digital solutions like convenience and efficiency, health and safety, and sustainability, over the costs from connectivity and accessibility issues, indicating their satisfaction with the benefits of digital solutions. This study emphasizes the importance of balancing digitalization in a restaurant's operations in Ghana, ensuring that all customer segments are catered to, and the digital solutions are properly implemented with supporting resources.

Source: Ashesi
An effective location strategy and design of goods and services strategy to improve customer satisfaction and market share for Dough Man Foods

Dough Man Foods is a Ghanaian-owned food company that provides fresh, quality snacks. Established in 2016, Dough Man Foods is no longer a ‘start up’ and seeks to provide its customers with improved satisfaction. They also seek to increase their market share and be the market leaders in their industry. In this project, the researcher sought to find out how the company would be able to do this by adopting new operational strategies. Assessing the current state of the business was done through qualitative research by conducting semi-structured interviews with the Chief Executive Officer, Chief Operating Officer, surveys for customers and employees and online reviews. Through the research process, it was observed that the key areas of concern relate significantly to Dough Man Foods’ location and design of goods and services. Specifically, they were interested in siting a permanent production and sales location and modifying the design of their goods and services. The solution addresses the issues identified by proposing a partial operations management plan with the aim of improving customer satisfaction and increasing market share by focusing on location and product development.

Source: Ashesi
An Inquiry into Gender Bias, Sextortion, and Career Progression among Entry-level Corporate Women in Ghana

The aim of this research is to explore how gender bias and sextortion affect the career progression of entry-level corporate women in Ghana. This research focuses on the issue of implicit gender bias and sextortion in the workplace, focusing on how these factors serve as barriers to career progression for entry-level women at the beginning of their professional journeys. This study is a purely qualitative research and data was gathered through interviews with twelve entry-level women from three public sector institutions in Ghana. The participants were recruited using the purposive sampling method to ensure a thorough understanding of their experiences. Results reveal that entry-level women experience implicit gender bias in male-dominated fields, such as finance, where their jobs demand working long hours and frequent travel. Sextortion, a form of sexual exploitation and corruption, was found to be a significant barrier, experienced mostly during job searches and promotions. The Social Cognitive Career Theory is the underlying theory used to analyze the findings of this research. Economic hardship, vulnerability and organizational culture often compel some entry-level women to comply with exploitative demands to secure or maintain their jobs. This study concludes that although implicit gender bias and sextortion could significantly obstruct career progression, most entry-level women believe in their capability to prevail over these challenges through determination, and hard work while some leave these exploitative environments. This research calls for policies and supportive organizational cultures to support entry-level women.

Source: Ashesi
An integrated referral program for Vera Causa Realty Limited

This dissertation is an applied project report on Vera Causa Realty Limited that follows the requirements of Ashesi University from Chapters one to five. Vera Causa Realty is a boutique real estate development company established by the Chief Executive Officer (C.E.O), Anita Adobea Keteku-Arkutu. The principal marketing method of the company is through referrals and recommendations. However, the company lacks a referral system to acquire potential clients and keep up with existing clientele. This report encompasses an internal and external factors analysis of Vera Causa Realty using the PESTLE model. Then, it validates the ineffectiveness of the current marketing strategies using Needs Assessment research. Qualitative research using semi-formal interviews, surveys, and observations are data collection tools employed to identify the preferred marketing system. The results of the study brought to light how much the firm relied on recommendations and referrals. The research also confirmed the lack of an easy-to-use referral system for their marketing. Through secondary research of academic sources, there was the identification that a referral program is needed to grow the business clientele. This growth will be possible through networks of its existing customers and social media influencers. The ripple effects of Relationship Marketing make it important for the solution. Using the six principles of the STEPPS model, Vera Causa Realty will increase sales through referrals by 45%, by incentivizing existing customers and using their employees as advocates. A Referral Program to tackle the marketing inconsistencies of Vera Causa Realty, increase sales, increase client acquisition and retention, and improve the firm's brand awareness is the objective of this applied project.

Source: Ashesi
An interactive resource database platform for citizenship projects in Ashesi University

Ashesi University is a globally recognized higher institution that operates in Ghana and is among West Africa’s top twenty universities. Its core values include scholarship, leadership, and citizenship. Hence, the university’s activities are centered on these three principles. The Ashesi community undertakes several dozens of citizenship projects per year but does not have an existing database containing information on the organizations the community has engaged with for these projects. Citizenship projects are characterized by service to external communities by students and staff of the university which include the service-learning projects undertaken by the Leadership IV class, civic engagement projects, and others by student clubs and organizations. The purpose of the study is to identify the gap in citizenship projects undertaken at the university to determine whether the university has a system for recording previous and current citizenship projects. To also determine whether there is a relationship between the amount of technical project management resources available to students for citizenship projects and the structure internal community members adopt as they engage the external communities on their projects. The final objective is to enable the creation of a fitting solution to the gap identified. Frameworks such as the Active Citizenship framework and the breakaway community engagement structure are explored to better understand the problem sphere. The final deliverable consists of a proposed technology-based solution and some recommendations to address the identified problem and improve the current situation on the management of information on citizenship projects for the university.

Source: Ashesi
An Investigation into the Effect of Personal Selling on Livestock Farmers' Ability to Sell their Products in Ghana's Poultry Industry

In most communities where poultry products are not commonly consumed, those interested in poultry production must find a way to keep their hands out of hot water when it comes to sales and the cost of making sales. Regardless of the fact that there are a number of marketing strategies available, the marketing performance of some poultry products in our community must be strengthened by the implementation of other strategies in order to increase sales. To that purpose, poultry farmers must employ appropriate strategies to either increase or compensate for the costs of employing them. Poultry farmers will explore using personal selling to market their products as a result of these factors. Personal selling is claimed to be complex to maintain in some studies, but it has been found to be the most effective when it comes to attracting customers, especially when sales are low. This study, looked into how effective personal selling on livestock farmers’ ability is to sell their products in Ghana’s poultry industry. This research attempted to delve into the challenges that poultry farmers encounter while employing personal selling and other marketing strategies that the poultry farmers or industry use. It also looked at the steps involved in putting the personal selling strategy into practice for poultry farmers. The study employed the mixed method which is the combination of qualitative and quantitative analysis in order to obtain data from the poultry farmers and consumers. Personal selling is used by all of the farmers who were interviewed as part of their marketing efforts. Personal selling is used by 3 out of 10 people (30%) as their sole marketing strategy, while the remaining 7 employ both personal selling and advertising. The average frequency with which the farmers used the indicated marketing strategies was 8.1 for all farmers, but the average was 7.3 for farmers who solely used personal selling.

Source: Ashesi