Marketing: OLHAM Ghana

I. Introduction

This paper will analyze the company OLAM Ghana a subsidiary of Olam International Limited. Olam Ghana is engaged in export of agricultural commodities including cocoa, cashew, sheanuts and wood products. It also imports and distributes rice, sugar, dairy products, tomato paste and edible oil. (Olam, 2014)

1) Target Market

Olam Ghana target total value chain distribution (distributors, wholesalers and retailers). Olam Ghana distribution network covers whole Ghana; however the customers are widely distributed in all the areas. Most of the Sales generated are between the greater Accra and Ashanti region represent s 30% and 24% respectively.

2) BL Marketing Goals

Profit:

Target a 20% net profit growth from FY2013 by the end of FY2015.

The estimated net profit of Olam Ghana is 2% of total revenue or 13.5$MM for the FY2013. The marketing campaign will drastically increase the contribution of revenue of local Packaged Rice in Ghana, and thus will increase the rice business line revenue of Olam Ghana by 25% by the end of FY2015.

Planet:

Target a reduction of the Greenhouse emissions by 5% in 2015 and by 10% by 2020 per ton of product.

Olam Ghana is committed to working ethically and sustainably with its small scale farmers and their land. The increase of revenue from the marketing campaign shall come from the local production and farming otherwise this would badly affect the planet due to the emissions and fuel consumptions from sea freight ships.

In order to achieve the above goal the below measures should be severely taken:

- Printing all business stationary using friendly environmentally inks and recycled papers.

- Create online catalogues instead of printing ones.

- Use minimal fossil fuel inputs and use draft animal...

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