ghanaopendata/ghanaian-research-english huggingface dataset:
A market research study for the development of container housing units for the Ashesi community

A new real estate developer is seeking to build container housing units as housing accommodation for students, staff and faculty of Ashesi University College, one of Ghana’s leading private universities. To fulfill this, the developer needs to have knowledge of the target market, trends in existing housing accommodation and understand the potential of their project compared with competitive developments. Thus, the goal of this project is to conduct a market research study to provide insights into the Ashesi community to aid in the redefining of the developer’s idea, opportunities within the target market and challenges that can be pre-empted. In conducting this market research, data was sourced from the Ghana Building Code; a building technologist; an architect; a design enthusiast; an operations manager and current and potential users of this development. Research methods took the form of literature reviews, desk research and guided interviews. It was found that for a developer considering constructing housing accommodation would have to mimic to an extent the features that currently exists in competitive developments. References to existing features in the various competing developments is to aid the client in understanding buyers’ expectations. Also, the dominant influencing factors for housing were price, proximity to the Ashesi University Campus and availability of desired amenities. Majority of student respondents were willing to pay between 2,500 - 4, 500 cedis and majority of the staff and faculty who partook in this research were willing to pay below 500 cedis for a housing unit constructed from containers.

Source: Ashesi
A market research study on selected geographic zones in Accra for the development of a 50 – 100 multifamily rental housing unit

A leading real estate developer is looking into developing 50-100 multifamily rental units at a central location in Accra. To do this, the developer needs to understand the current rental rates of multifamily units in Accra, the key areas that have a lot of these multifamily units and the profile of the tenants. As such, the goal of the study is to conduct a market research on selected geographic areas and to provide accurate market intelligence that will help capitalise on the demand for well-built, strategically located residential properties within close proximity to amenities and the key central business district of Accra. In conducting the market research, the identified data sources includes Ghana Real Estate Developers Association (GREDA); the four main residential real estate online market platforms; Property Management Company in Ghana; current and potential tenants in Accra and property owners and managers in the selected geographic zones in Accra. After the review of the literature, internet research and interviews with the above-identified data sources, the key insights include: (a)The demand for rental accommodation is dominated by the people of the ages 25 – 45 years. (b) The most attractive geographic zones are areas in and around Cantonment and Roman Ridge. (c) To capture the perceived value of the potential tenants, the client needs to set an average rent-charge of about GHS 2,808.33 for a two bedroom unit and GHS 3,866.67 for a three bedroom unit in areas around Cantonment. For areas around Roman Ridge, the set average rent charge should be about GHS 3,375 for a two bedroom unit and GHS 4,800 for a three bedroom unit. The analysis was done at the level of geographic zones; this classification was defined for the purpose of this research. Further market research will need to be conducted within Zones 1 and 4, to select the possible prime area that best fits the needs of the client.

Source: Ashesi
A marketing communications plan to increase brand aAwareness of Accents & Art

Accents & Art Limited (A&A), is a fully Ghanaian-owned company founded in May 2000 by Constance E. Swaniker. The company specializes in furnishings and décor made primarily out of metal, with wood, glass, and cane accents. The primary objective of this project was to identify a problem that Accents & Art faced, and go through the necessary steps to find an appropriate solution for it. Having been in operation for a little over 16 years, A&A has relied mainly on customer referrals to gain business and new customers. This has led to them having relatively low brand awareness thus making it difficult to attract new customers. Qualitative research was used to find the appropriate and most effective means by which A&A could reach potential clients. Findings from this were then used to craft a solution suited to A&A and its problem. This solution was a marketing communications plan based on the PASTA model which involves Problem Definition, Analyzing, Strategy, Tactics and Action. When implemented, this marketing communications plan will be able to help A&A increase its brand awareness and thus be able to attract a wider range of new customers.

Source: Ashesi
Marketing plan for Cosma Fashion Brand

Cosma Fashion Brand was established in 2018 by Brenda Dzandu. The business produces high-end outfits that are simple yet unique with a target market consisting of middle-income earners in Accra, Ghana. The business seeks to increase its sales and the number of its customers but is having trouble doing so. The purpose of this project is to develop a marketing plan for the business to help it achieve its goal. Initially, the owner believed that the business’s inability to meet customer demand could be a major reason why the business has been unable to improve its sales and customers. Hence, research was conducted to test the viability of this assumption. The research was also meant to uncover any underlying factors that may be preventing the business from achieving its goal. Semi-structured interviews were used to collect the necessary data for research. The interviewees consisted of the business owner, her employee, and customers. After analyzing the data using the thematic approach, it was revealed that meeting customer demand was a problem caused by understaffing in the business. Thus, the root cause of the business’s struggle to meet its goal was understaffing. The research also uncovered the underlying problem of the owner’s inexperience as a manager and leader. The solution suggested to address the management issue was the Blake and Mouton Management Grid. Understaffing was addressed under the ‘People’ aspect of the 7Ps marketing model. Additionally, the 7S marketing model was added to supplement the 7Ps model and provide a wholesome marketing plan. Successful implementation of the proposed marketing plan would likely help Cosma achieve its goal of sales and customer growth.

Source: Ashesi
Marketing plan for Ramada Resort, Accra

Ghana’s hospitality and political stability over the years has made it an attractive destination for tourism and foreign investment. This produces numerous opportunities for companies in the hospitality industry such as hotels and tourist companies to expand their services and reach a larger market. Ramada Resort, Accra, a beachside resort located at Teshie-Nungua in the capital city of Ghana-Accra, has however been subject to a constant decline in customer base which forms the basis for this project. After conducting an external environment and industry review as well as an internal firm analysis, a marketing plan was developed for the firm to tackle this problem using the SOSTAC model, which involves determining the current Situation of the problem, stating the desired future Objectives or goal, determining the Strategy, Tactics and Actions to take and finally instituting Control measures to check the success of the strategy implemented. The marketing plan was also infused with a strategy to develop the firm’s organizational culture as a high level of organizational culture increases employee dedication and efficiency in their work. Thus, with the implementation of the organizational culture as well as the marketing plan which focuses on market penetration, Ramada Resort, Accra will be able to attract and retain new and current customers for a boost in its income earnings.

Source: Ashesi
Marketing plan for Suu’s Rahma Guest House

Ghana’s political stability and general hospitality over the years has made it an attractive destination for tourism to tourists and visitors from all over the world. The influx of businessmen and tourists into the country presents a range of opportunities for businesses such as guest houses, hotels and apartments in the hospitality industry. Despite the opportunities presented by the growing interest in Ghana, Suu’s Rahma Guest House, a residential facility which seeks to provide a serene environment for both local and international guests has recorded declining levels in patronage. It is a facility located in the East-Airport area, and seeks to achieve its goals by providing competitive pricing for accommodation and other residential facilities. The vision of the facility is to be one of the leading names in the hospitality industry, especially guest houses, and some strategies for success include, competitive pricing and reducing employee turnover rate. After conducting an internal and external environment analysis of both the business and the industry, a proposed marketing plan was developed for Suu’s Rahma to aid tackle this problem using the SOSTAC model which determines the situation of the problem at hand, objectives or goal which supports the overall strategy, tactics and actions to take and the final aspect, control which checks the success of the strategy implemented.

Source: Ashesi
A marketing plan for the headquarters of American Premium Enterprise Limited

American Premium Enterprise Limited is a company which operates department stores in five different locations in Accra. The company sells both convenience and shopping products like groceries, furniture, paints and home appliances to consumers living in Accra. Thus, the primary objective of this Applied Project is to identify a major problem that the headquarters of American Premium Enterprise Limited faces and design an appropriate solution that tackles the problem. American Premium Enterprise Limited was established 10 years ago. Despite its current positioning as a provider of American consumable products to individuals in Accra, the company over the last two years has been experiencing a decline in sales and customers. This limits them in reaching their vision of becoming the market leader in providing quality American and American-standard consumer products to individuals looking for quality products at affordable prices. In assessing the needs of the company, qualitative research in the form of face-to-face interviews were conducted. The findings from the research shaped the foundation of the design of a marketing plan aimed at increasing sales and customers for the company. The plan was created by using the SOSTAC planning framework developed by PR Smith. The stages in the framework are Situation Analysis, Objectives, Strategy, Tactics, Action Plan and Control and Evaluation. By implementing the activities incorporated in the marketing plan designed, American Premium Enterprise Limited will meet its marketing objectives of increasing sales and customers by the end of the year 2017.

Source: Ashesi
A marketing plan to launch the new bespoke collection by Heel the World, to increase sales and brand awareness

Founded by Fred Deegbe in 2011, Heel the World is a privately-owned company which provides bespoke and ready to wear luxury shoes and accessories for its cherished clients. The company also prides itself in inspiring other entrepreneurial start-ups to grow and go for their dreams. To determine the gap between Heel the World’s current position and its desired position, an in-depth interview was conducted to discover the root cause of the gap. Also, internet research helped provide more information about the company’s position and competition. From the interview and internet research, the company realized a need to increase its brand awareness and sales through the launch of a new bespoke collection. The company seeks to enter and make a name for itself in the European market specifically, the United Kingdom and/or Paris. They therefore require a marketing plan to help spur brand awareness and sales of the new collection. The plan encompasses an analysis of Heel the World’s internal and external environment, an overview of the company’s needs as well as a brief of its goals and objectives. The marketing tactics to be implemented were then based on the internal and external factors in addition to reviewed literature. Using the experiential framework model as the primary model for creating a solution along with the key success factors to launch a luxury brand provided by the literature, a marketing plan was created. The plan if strategically implemented, seeks to increase brand awareness in Africa and Europe by 10% among its target market every quarter in 2017 and 2018. The launch also hopes to realize an increase in the product prices and sales by 60% and 50% respectively.

Source: Ashesi
Marketing strategy for PG Enterprise Solutions

This study examines the business situations of PG Enterprise Ltd, a subsidiary of Premium Group of Companies. PG Enterprise is a software company involved in IT consultancy and software distribution. Currently, the company has six working staff excluding the owner, formed largely of an administrative member, only 2 technically trained software developers and 3 hardware technicians. The short-term goal of PG Enterprise Solutions Ltd is scaling up within the first three years of operating and reaching a new demographic of clientele. This may involve creating new branches in key suburbs of Accra and fulfilling contracts beyond the existing group of companies it solely serves internally. In the long-run, PG Enterprise Solutions Ltd aims at maximizing profits and capturing a significant section of the IT Sector within the Ghanaian market. The vision of the company is (PG Enterprise, 2020) to “design tomorrow together”. However, despite these catchy aims and vision statements, the company has not got a consolidated marketing department that will be capable to reach out to the greater industrial public to increase the customer base and competitive advantage. This study therefore proposes a solution and implementation plan required to assist PG Enterprise build a consolidated marketing department that will be capable to help the firm achieve the organizational goals. The proposed solutions include, setting up a departmental space, recruiting marketing experts including website developer and manager, build a formidable website that will propagate the organization to the rest of the world, and package the business efficiently in the global scene to boost potential buyer confidence. The study therefore recommends that in putting up a functioning marketing department, the company needs to focus on website development which is a major tool for reaching out to the masses especially IT service consumers. In addition, appropriate logistics required to facilitate the activities of the department must be fully provided to enhance smooth operations.

Source: Ashesi
Measuring the systematic risk of companies listed on the Ghana Stock Exchange

The Beta of a stock is an index which measures its volatility relative to the market rate of return (Systematic risk). The beta of a stock is a critical component in not just valuing a stock but a company as well. Beta gives investors a fair idea of the risk associated with a particular security relative to the market, as such, enables them make informed decisions. Arguably, the absence of valid beta data of companies listed on the Ghana Stock Exchange (GSE) has partially contributed to the unattractiveness of the stock market as both local and foreign investors are not well informed about the risk of particular stocks. Thus, this research, seeks to provide investors and academicians with valid beta data. Of the 37 companies listed on the GSE the researcher measured the betas of 36 companies using the Market Model. Research results revealed that, most companies listed on the GSE would be considered defensive stocks because they have beta values less than the overall market (1). Hence, the returns of most stocks vary less than proportionately than the returns of the entire market. In the words of the average investor, this would mean that stocks listed on the GSE are not risky. Based on the research findings, it is recommended that, future studies such as, testing the effect of various models of beta estimation in the Ghanaian market be conducted in order to complement this work.

Source: Ashesi
Medifem Hospital – Efficient Customer Journey/Experience

The mission of Medifem is to provide cherished healthcare experiences to improve the quality of life of patients, their families, and the community. Medifem’s ways of communicating with their customers have not given their customers the desired customer experience. Front desk interaction with customers is unwelcoming. Customers also struggle to find their way around the hospital. As a result, Medifem's healthcare service communication methods need to be improved to enhance client interaction and experience. With that, the team explored solution frameworks and technology that will enable Medifem to match its exceptional healthcare service ambit to its service delivery approach. The purpose of this project is to improve the customer journey experience at Medifem through effective communication methods that provide a more enhanced/immersive experience for its customers. To achieve an efficient customer experience, the team has designed a customer service training manuals which would be used to create a comprehensive customer service training framework by the respective Medifem team to help improve front desk interactions. Also, the team has created Medifem hospital maps to help customers easily navigate Medifem.

Source: Ashesi
Mobile money services: A factor altering the savings of fisherfolks in Anafo community

Since its inception, mobile money service has had a positive impact on the economy of countries that have adopted it. The service has given room to the banked and unbanked population to be able to have access to financial services. This study looks at the impact of mobile money services on the savings of fisherfolks in fishing communities in Ghana using Anafo community as a test case. It sought to investigate the following: the impact of mobile money services on the savings of fisherfolks in Anafo Community; their preferred saving methods and the motivation(s) for their choice of saving method; whether fisherfolks have adequate income to save after paying for their expenses; and lastly, the challenges fisherfolks face in saving. Adopting a mixed method, the data for this study were collected from the fisherfolks of Anafo using questionnaires and interviews and processed through descriptive and inferential analysis. The findings indicate that fisherfolks use mobile money services for different purposes, from sending and receiving money to saving money. Also, the majority of these fisherfolks are not using mobile money services to save due to insufficient incomes and cases of fraud associated with using these services. But, for the few who manage to save money, the mobile money service has increased their savings. It is recommended that, in order to boost the patronage of mobile money services by the fisherfolks, especially for savings, the service providers should educate them to use the service effectively, especially regarding fraud.

Source: Ashesi
Moving Accra’s passengers from the trotro to the train: An assessment of the current state of passenger rail transport in Ghana and a discussion of the associated challenges and benefits of establishing a city rail system for Accra

Accra has a population of 4 million growing at nearly 4% annually. An increasing population is typically coupled with an increasing demand for paved roads to support motorized transportation. However, this demand for paved roads has not been met. Road transport seems to be the only effective transportation option in Accra as it carries over 70% of passengers. The most common form of public transport by road is the minibus (trotro). Although most people in Accra use the “trotros”, there is still heavy traffic. Mass transportation is available in the form of buses but it has not solved the city’s transportation problem. Since Accra is not traversed by water bodies, transportation by water is also not a viable option. It is therefore reasonable to argue that mass transportation by rail may help improve transportation in Accra. Using information from questionnaires administered to and interviews conducted on inhabitants of Accra, this research documents the state of Accra’s passenger railway system and outlines potential benefits and challenges associated with improving it. The results show that Accra’s railway system is in a poor state. There are only two lines that run (Accra-Tema and Accra-Nsawam). Additionally, the physical condition of the trains on these lines is deplorable. It would be expensive but ultimately beneficial to develop a railways system for Accra. If the private and public sectors work together, the cost could be effectively split by both sectors and the system can be made effective and efficient.

Source: Ashesi
Nation branding as a tool for the increase of Foreign Direct Investment

This research study sought to find out how nation branding can be used to increase foreign direct investment. The study considered the different opinions and views of experts in the area of nation branding such as Simon Anholts statement that “a nation‟s identity should stress a reality that resonates with people, both within and outside the country.” This study is especially relevant at this time because of the recent discussion and debate about nation branding and how it can be effectively used to improve a Ghana‟s economic standing. Most African countries today are competing for the attention of multinational companies that have the adequate resources that can be used to improve some economic sectors. During the study, information was gathered from members of the Ghanaian public (students and white collared workers) about their perceptions of Ghana. Most respondents provided positive views about Ghana and agreed with the decision to brand the country. The study also found out that foreign investors chose to come to Ghana because they perceived Ghana as a democratic country and a place with significant future prospects in business. The presence of the existing competition makes the branding process expedient for Ghana as the country seeks revenues from foreign investment and since Ghana hopes to reach middle income status by the year 2015.

Source: Ashesi