The Environment to Invest in Marketing and Processing of Cocoa : The Case of Ghana; MBA-thesis in marketing

Abstract: Purpose: This research work is to discuss the various forces/ factors that affect the business environment of Ghana which impacts investing in marketing and processing of cocoa beans in Ghana. In order to determine or classify Ghana as an attractive destination or otherwise to invest in cocoa marketing and processing there is the need to discuss the prevailing macro business environmental forces which little is known about to investors, managers and policy makers in cocoa trade. These mentioned parties have been under increasing pressures to assess the various forces prevailing in Ghana before considering investing in cocoa marketing and processing in Ghana. The work therefore looks as the various macro environmental factors Political, Economic, Social, Technological, Physical Environment and Legal (PESTEL) forces in Ghana’s business environment which impacts cocoa marketing and processing which makes Ghana an attractive base or otherwise to invest in cocoa marketing and processing.   Research Questions: The specific questions that the research aims at solving are as follows: what are the external and environmental forces that will influence investing in cocoa marketing and processing in Ghana? Is Ghana a safe and attractive base to invest in cocoa marketing and processing?   Research method: In carrying this research I made use of both secondary and primary data. Primary data was gathered through face interviews and administrating questionnaires to illicit response from stakeholders in Ghana’s cocoa. The paper also presents a review of literature on PESTEL which has influence or features in Ghana’s business environment which are important in cocoa marketing and processing.   Research Findings: Empirical findings and review of PESTEL model reported in the work suggests that the PESTEL will impact on the strategy of organizations and policy makers who are into cocoa marketing and processing. Also gives suggestions on how the various environmental forces (PESTEL) will be applied to further improve upon the business environment which makes marketing and processing of cocoa in Ghana attractive.   Research Implications and Limitations: The discussions and analyses of the macro environmental forces prevailing in Ghana’s business environment which impacts cocoa marketing produces a frame work to analyze current threats and opportunities in Ghana’s business environment which impacts cocoa marketing and processing for people contemplating on investing in marketing and processing of cocoa in Ghana as well as other practical lessons for policy makers in cocoa. The work overlooks the micro environmental forces in Ghana that impacts cocoa marketing and processing. Further research into such area will help give an understanding of the micro factors that impact the business environment of Ghana. Also the work has a limited empirical data base as most information gathered were inconsistent and unreliable which raises concerns about investment information. These have been minimized thro3ugh cross checks with primary data.