MARKET ENTRY STRATEGY
New-to-market exporters from the United States should consider the following market entry strategies and tactics:
Appoint a local agent/distributor or representative in Ghana to register the products with the appropriate GOG regulatory bodies, to introduce their products to the market, and to develop consumer demand. For assistance contact the FAS Office, U.S. Embassy, Accra-Ghana. Identify and sell through consolidators based in the United States who are already serving the West African region. Exhibit at trade shows in the United States, which are attended by Ghanaian importers. This will also make follow-up contacts easier. Offer food product shipments in mixed lot containers and flexible shipping volumes. Support activities for in-store, and point-of-sale promotions in numerous small-sized outlets. Adopt a pricing strategy which encourages importers to initiate buying activities with U.S. suppliers.
SECTION IV BEST PROSPECTS
Product Types Offering the Most Sales Potential
The following are the consumer-oriented products with the best prospects and most sales potential in the Ghanaian market:
Frozen poultry and fish products Fruit preparations and juices Canned fruits and vegetables Tomato puree/ketchup Bottled vegetable cooking oil Milk (liquid milk, skimmed and whole powdered milk) Spices and sauces including soy sauce Mixed seasoning Condiments Breakfast cereals Margarine/butter Pasta products Snack foods (biscuits, cakes, etc.) Confectionery products (candies, gums, etc.) Ice cream and yoghurt concentrates Spirits, liqueurs Beers and Wines