Ojamesi Vegetable Export Marketing Plan

Table of Contents
Ojamesi Vegetable Export  
Introduction   
Executive Summary   
Situation Analysis   
Markets and Customers   
Marketing Strategy   
Marketing Programs   
Financials and Forecasts   
Summary   
References

Introduction - Ojamesi Fruits and Vegetables Export

Ojamesi Fruits and Vegetables Export has been in existence since 1986, and has been a key
player in the fruits and vegetables business both within and without of the country. It has
been a private owned business since its inception until early last year when Ojamesi Fruits
and Vegetables Export decided to raise public funds to augment its capital base which has
dwindled due to the COVID-19 when major importers such as the European Union and the
United State of America stopped importation as well as a portion of the African market. Over
the years however, foreign innovative companies such as Srighan Farms (GH) Ltd and
IndiGha Ltd, an indian – Ghana company and others have entered the Ghanaian fruits and
vegetable market making the market highly competitive. Beginning of 2022 when Ojamesi
Fruits and Vegetables Export rebounced in exporting to its major importers, we have adopted
new techniques which includes Public raising of funds, highlighting and focusing on better
quality product, organizational culture change and limiting the focus of the marketing
strategy which though the economy was slow cushioning Ojamesi Vegetable Export from a
market share of 8.5% to 9.2% in the year. Ojamesi Fruits and Vegetables Export has a wide
range of products such as chillies, long marrows African and Asian Vegetables and African
yams. Ojamesi Fruits and Vegetables Export has over 2,800 out grower farmers for which
vegetables, Fruits and yams are sourced from across country especially from the Southern
part of Ghana.

Figure 1. Ghana’s Export to Major Trade Partners

According to www.wolrdstopexorts.com/ghana-top-10-exports, 2023, 82.8% of products
exported from Ghana which constitute over four-fifths were patronised by importers in
mainland China (16.7% of Ghana’s global total), Switzerland (14.7%), India (14.2%), South
Africa (11.8%), Netherlands (5.8%), United Arab Emirates (5.4%), United States of America
(4.2%), United Kingdom (2.5%), France (2.2%), Italy (1.84%), Japan (1.81%) and Burkina
Faso (1.7%) according to 2020 latest available country-specific data.

Ghana's Export to Major Trade Partners

Italy ; 1.84% Japan; 1.81% Burkina Faso; 1.70%
France; 2.20% mainland China;
16.70%
UK; 2.50%
USA; 4.20%
UAE; 5.40%

Netherlands; 5.80%
Switzerland ; 14.70%

South Africa; 11.80%

India; 14.20%

mainland China Switzerland India South Africa Netherlands UAE

USA UK France Italy Japan Burkina Faso

Figure 2. Products Generating Ghana’s Largest Trade Surpluses

The table below illustrate the top ten Ghanaian product shipment that recorded positive net
exports (trade balance surplus). Though Gold and other precious metals net earnings has
reduced since 2020 where it recorded a downward trend of 39.5%, it still recorded the highest
positive net export in the international market earning Ghana US$3.6 billion.

Products Generating Ghana's Largest Trade Surpluses

Product Revenue
Gems, Precious Metals US$3.6 billion
Cocoa US$2.8 billion
Mineral Fuels including oil US$2.7 billion
Fruits Nuts US$413.7 million
 Ores, Slag, Ash US$366 million
Wood US$112.2 million
Copper US$41.9 million
Vegetables US$40 million
Lead US$29.9 million
Collecter items Art, Antiques US$16 million

From table Fruits, Nuts and Vegetables shipment earned the country US$453.7 million.
Though the Fruits and Nuts recorded a downward trend in the generation of revenue for the
country by 24.8%, it raked in US$413.7 million for the period. Vegetables on the other hand
recorded a positive earnings for the period by 56.9% with a positive net revenue of US$40.

Executive Summary
Ojamesi Fruits and Vegetables Export is an ongoing business which has been in business for
over 35 years and deals in the export of fresh organic fruits and vegetables. Ojamesi will start
another three years target to achieve huge sales growth. After s worrisome global tumult of
COVID-19 and its attendant Russia – Ukraine war, the economic conditions the world over
has never been the same. However, Ojamesi Fruits and Vegetables Export is continuing to
show dominance in the export of the perishable products. Restructuring the capital base, fresh
and well minded entrepreneurs coming on board, new employee programs, improved
services, bouncing back of the international business activities, enhanced sales training and
competitive export pricing helped in generating an increase of 20% in net sales revenue for
Ojamsi after the recess from the export of Yam tubers, Chillies, Okra, Long marrows and
fresh tomatoes in 2022. This constitute an overall Net Profit Margin of 4.83%, which
translate to an improved 38% advancement over the previous year.
Ojamesi Fruits and Vegetables Export plans for the next three years to delve into control of
the category and expand sales over the period. Concurrently, Ojamesi will maintain existing
marketing and operations plans for fresh tomatoes and okra and employ aggressive marketing
campaigns and develop further new brand position in the minds of our target market so as to
gain new customers and increase sales from existing customers.

Situation Analysis
Analysis of the Ghanaian environment indicates that there is greater prospect for the
Ghanaian Fruits and Vegetables market. It is on record that Ghana is a leading and one of the
topmost Africa’s perishable exporters with agricultural products accounting for a third of the
country’s total export. According to IAG Cargo magazine, 2018, Africa’s food and beverage
markets are expected to reach US$1 trillion by 2030, a whopping three times the market
value right now. The bulk of this growth has been estimated to the exports of landscape, and
the huge amount of fresh produce flown out of the continent each day comprising of fresh
fruits and vegetables to spices.
It is established that Srighan Farms (GH) Ltd is a leading exporter of fresh agricultural
products from Ghana using state of the art technology to dominate the market. The capital
base of Srighan Farms (GH) Ltd coupled with innovative strategies and strong network with
importers has position them to enjoy a market share of 27.5% as compared to 12.8% by
Ojamesi Fruits and Vegetables Export. Increase in demand for fruits and Vegetables are
expected to be based on quality, timely delivery and constant supply. We have worth of
experience in the export of fresh vegetables and fruits business and with our innovative, high
quality source of products and state of the art packaging as well as timely delivery to offer
our clients value in branded products.
Over the last three years, industry sales have sunk over 75%, while Ojamesi Fruits and
Vegetables Export has a budget of $75 million for advertising.  Ojamesi Fruits and
Vegetables Export enjoyed sales of $385 million in 1989, however is positioned 5 th in the
industry. Tariffs and the rising value of the foreign currencies would position Ojamesi Fruits
and Vegetables Export sales.
Organizationally, the entire world has slumped in business over the past years and after many
volatile years of sloppy COVID-19 and thereafter Russia-Ukraine war we have adopted
procedures and an internal approach to importers satisfaction. Upon going public in the
raising of funds and engaging our out grower clients in the best possible to come up with best
yields, pieces began falling into place. 
Regarding marketing, it is empirical to own a position in the market and ensuring the
sustenance and growing such market. A suite of updated fruits and Vegetables products at a
range of low to premium price points is integral to Ojamesi Fruits and Vegetables’ strategy. 
Currently, a pull of strategy in driving importers to the organic nature of Ghanaian fruits and
vegetables, topmost quality and the friendly nature of doing business with the Ghanaian
counterparts are being sold to customers with promotional mix of website advertisement,
online promotions, local and national social events, public relations, and direct marketing
collateral such as the product catalog.
SWOT Analysis
In analysing the strength, weaknesses, opportunities and threats (SWOT) of Ojamesi Fruits
and Vegetable Export it is eminent that Ojamesi Fruits and Vegetable Export plies on the
strength of an attractive importer base due to our loyalty to these importers. We have
provided our customers with exact specifications and quantities at all times without a hitch
and this has made them virtually center their hope around Ojamesi Fruits and Vegetable
Export. Related to the above is the quality and pure organic nature of our products supplied to
our customers.
Our weakness stem on the deteriorating market of the Fruits and Vegetable exporters within
the industry causing an imposition of ban on the Ghanaian exporters. Again, the perishable
nature of these products makes it uncertain for internal strategic planning.
There exist extensive opportunities for further international market growth and development
as indicated by iagcargo magazine, (2018) that, Africa’s food and beverage markets are
expected to reach US$1 trillion by 2030, a whopping three times the market value right now.
However, Ojamesi Fruits and Vegetables Export must tread cautiously as increasing
competitive intensity by existing competitors will gradually level margins and this could be a
great threat.
Table 1 SWOT Analysis for Ojamesi Fruits and Vegetables Export
Strength Weaknesses
Attractive customer base due to loyalty to them by means of A deteriorating market of the F
specifications and quantities at all times. within the industry causing an
The pure organic nature of Ojamesi Fruits and Vegetables coupled with Ghanaian exporters.
the quality nature without any substandard has position us well in the The perishable nature of the pr
industry strategic planning
Opportunities Threats
international market growth and development, Africa’s food and Increase competition from existin
beverage markets are expected to reach US$1 trillion by 2030, a
whopping three times the market value right now

Markets and Customers

In the ensuing years, two markets have been identified to serve as the basis for a new
marketing plan. Concentration will be given to Market Penetration through existing importers
(customers) and Market Development through securing new customers. Ojamsi Fruits and
Vegetables Export has a very potential strength in its existing customer base and this will be
the fundamental basis for its strategic plan. This market base is so important that all focal
decisions especially foreign and that of local and the rest of Africa will be centred on them
for establishing community and social engagement.
Regarding developing new customers, mainland China, Switzerland and the South Africa
customers will help build the market base. This will continue to feature and re-enforced in the
customer targeting strategies. This group forms 43.2% of the market base out of the 82.8%
analysed by worldstopexport. These three countries consumes over 50% of the analysed data
and will form the target market for the acquiring new markets.
While focusing on these customers, further research to broaden Ojamesi Fruits and
Vegetables customer base calls for three segments in a bid to acquire new customers.
i. A profile has appeared of UKs untapped market with a current 2.5% patronage.
There is huge market for the hospitality industry in the UK and having come to
the realization of the quality and organic nature of the Ghanaian produce, Ojamesi
Fruits and Vegetables will be targeting the UK market.
ii. Relate to the above is the UAE market. With the influx of tourism activities taking
the centre stage of the UAE economy, it is apparent that the 5.4% Ghana’s export
to the UAE is not enough as total number of international visitors in 2022 alone
were 14.36 million (Global Media Insight, 2023). This provides a market
opportunity for Joamesi Fruits and Vegetables Export.
Finally, with the bouncing back from the post COVI-19 with its related international growth
presents a market to serve existing customers through added product sales, and to acquire
new buyers.
Marketing Strategy
The marketing strategy to be adopted by Ojamesi Fruits and Vegetables Export shall be based
on benefit, demographic, psychographic segmentation. On the ticket of benefits for instance,
nutritionists and other health professionals have educated consumers on countless occasions
on the importance of consuming more fresh fruits and vegetables. In recent times the public
has become more interested in nutrition and consumers are more cautious of what is served
them. This is the advantage for Ojamesi Fruits and Vegetables Export to take advantage and
educate importers on quality organic produce from Ojamesi.
For psychographic segmentation, emphasis will be on importers and their attitudes, interests,
values and opinions to tailor the demands and communicating to existing clients the value of
using pure organic products in promoting healthcare of customers.

Again, saving of resources by importers will be beneficial and a powerful drive for their
consumers as saving cost will translate into a reduction in their services. Comparatively,
fruits and vegetables from Ghana’s organic products are cheaper than the inorganic products
from Jamaica to Switzerland and South Africa.
Table 2 Benefits and Psychographic segmentation
UK Market
Conscious about healthy fruits and vegetables
Nutrition alert
Quality sensitivity
Cost benefit
UAE
Qualities of having pure organic products
Not price sensitive
Brand and packing conscious
Demographic segmentation will be adopted which will emphasis on education, religion and
nationality of the importers. Nutrition labelling and education regarding fruits and vegetables
rich in fibre, low in calories, essential nutrients as vitamin c, potassium and high in
compounds that offer significant health benefits provides existing and new customers lasting
attachment and loyalty. Education into this will be employed to gain new customers.
Marketing campaigns based on online content through online presence, social media
accounts, website which have an opportunity to showcase videos and photographs will be
extensively used for demographics of existing and new importers.
 Positioning

Positioning of the Ojamesi Fruits and Vegetables Export products distributed across the
segmented importer profile as enshrined in this plan shall dwell on the leadership position in
the large bracket.

The message accompanying the positioning will vary based on the type of market segment.
Based on each market segment, the positioning message will vary. For example, when
communicating to the oil rich nations (UAE) importer with concentration on tourist
hospitality customers, a more convenient message such as, "lead the hospitality in industry
with African pure organic fruits and vegetables with an attitude", whereas a positioning
message to the UK market will be "Enjoy quality fruits and vegetables free from any infested
bacteria and chart a new road, Ojamesi Fruits and Vegetables Export style".
Marketing Goals and Objectives
Ojamesi Fruits and Vegetables Export has a precise objectives and goals that states ‘’supply
the best, quality, pure organic products to prospective importers and increase sales margins.
Our objective is to do $245.5 million in vegetables and related sales this year 2023,
exceeding last year’s sales revenue by 6% of $231.60 million. In the ensuing years 2024 and
2025, we intend to achieve sales revenue of $277.42 million and $341.22 million
respectively. We will achieve this by selling a mixed total of 89,680 tons of tubers, chillies,
Okra, mangoes, Long marrows and tomatoes, which is 6% more products sold this year 2023
than the previous year.  A 6% increase in sales is achievable as last year's sales increases
were 12% over the previous year. This will be done through increasing of our internal export
and within Africa sales. In 2024 and 2025 years, we anticipate sales to go up by 13% and
23% respectively. This will ensure Ojamesi Fruits and Vegetables Export to become a
dominant in the fruits and Vegetables business and become a very competitive in the
industry.
Table 3. Three Year Marketing Plan from 2023, 2024 to 2025
Period Projected Sales Revenue Projected Percentage
(million) Increase in Revenue
Base Year - 2022 $231.60
2023 $245.50 6%
2024 $277.42 13%
2025 $341.22 15%

Our obtainable goals include

1. Accelerating an increase in the number of our importer base clients
2. Improving sales relationship processes with substantial attention on discovering and
presenting phases of the sales cycles at peculiar market.
3. And embarking on intense adverts and work with other players in the industry here in
Ghana and outside to boast up marketing impressions, leading to more sales. To do
 this we shall abide by the highest ethical codes in regards to internet usage and
advertising ethics standard. This will position us help maintain our sustainability
principles. On the other hand we shall engaged in open and transparent
communication between and among our clients.
Marketing Tactics/Program
The single objective of the marketing program is to position Ojamesi Fruits and Vegetables
Export as a leading Exporter of assorted vegetables and fruits in Ghana focusing on mainly
the internal market and that of the inland African market. The marketing program seek to
create customer awareness through the products Ojamesi offers and based on that develop a
customer base. Categorically, the marketing program of Ojamesi Fruits and Vegetable Export
is made up of the ensuing perspectives to pricing, communication, product and distributions.
Pricing
Pricing will be based on competitive price per product in the international and inland African
market. As a result of the already known pure organic nature of Ghanaian vegetables, this
will present an advantage to Ojamesi products and also by selling directly to importers,
higher margins can be obtained that will appeal to customers.
Communication
Communication is key to Ojamesi and hence, will be communicating on the fact that Ojamesi
offers nothing but the best vegetables and fruits free from hitches. Thus Ojamesi will seek to
communicate that it offers pure organic and quality products. Various methods shall be
employed to deploy this message. With the advancement in technology, Ojamesi will
continue to use the website as a means to provide quality source of information on various
products and the opportunity for importers to patronize these products. This will mean
Ojamesi must investment resources in the website projection to attain the needed
professionalism that customers need so as to utilize Ojamesi products.
Again, renowned industry magazines will be employed to advertised Ojamesi products and
what we stand to offer.
On the other hand, a communication method of the use of printed sales literature will
continue to be used by Ojamesi.
Product
Through a solid business model, tight management team and a wider view planning, Ojamesi
will realize rapid remarkable penetration that will result in the needed opportunities. The
industrial experiences coupled with over 35 years of the Director and the principal of the
management team is a recipe to make it happen.
Distribution
Ojamesi Fruits and Vegetables Export sells its products through direct-to-consumer approach
which has helped maintain a close relationship with customers. Going forward, Ojamesi will
develop relationships with other entities within the hospitality industry and begin to engage
them in business by selling some of its products to them. Referrals by our existing customers
will also be the bases of new customers.
Table 4. Highlights of integrated marketing Communications
Communication Tool Activity
Advertising Communication to existing customers to
participate in international and inland Africa
events target new customers by means of
advertising programs.
Renowned industry magazines will be employed
to advertised Ojamesi products and what we
stand to offer
Website Ojamesi will continue to use the website as a
means to provide quality source of information
on various products and the opportunity for
importers to patronize these products
Direct marketing Sale of products through direct-to-consumer
approach which has helped maintain a close
relationship with customers.

Financials and Forecasts

A 6% increase in vegetables and fruits sales is realistic in today’s economic downturn
especially after the Russia war hit hard on the global world last year though there was 20%
increase the prior year. With the release of the ban by the UK for Ghanaian fruits and
vegetables to export to the UK and with a determined marketing campaigns, achieving the
forecasted sales are eminent. A budget proposal of an amount of $7,100,000 will be used on
marketing yearly. Breaking this down;
Table 5. Proposed Marketing Budget
Activity Monthly Annual Budget
Budget
Website Enhancement $1,000 $12,000
Advertisement $25,000 $300,000
Promotion $1,500 $18,000
Development of marketing $6,770,000
collateral
Total $7,100,000

Table 6. Sales Forecast

Year Total Sales Total Sales Monthly Units Monthly Sale
Units Revenue (million) Average Revenue Averag
(million)
2022 sales $231.60
2023 forecast 27,386 $245.50 2,282 $107.58
2024 forecast 28,954 $277.42 2,413 $114.97
2025 forecast 33,340 $341.22 2,778 $122.83

The Compound Annual Growth Rate (CAGR) of Ojamesi Fruits and Vegetables Export’s
performance over the three year period from 2023 to 2025 is provided as;
CAGR =[[($341.22m/$231.60m) ^(1/3)] -1] * 100% =13.78%
Thus CAGR over the three-year from 2023 to 2025 is 13.78%.

Monitoring, Evaluation and Controls

The purpose of Ojamesi Fruits and Vegetables Export marketing plan is to use to serve as a
guide for the company. Key areas that will be closely monitored to measure performance
include;
Revenue – Both monthly and yearly
Expenses – Both monthly and yearly
Customer satisfaction
Legal obligations in importers home country
New product development

Implementation
Table 5, the sales forecast figure out the key marketing programs and it is essential to
successfully achieve each on time and on budget (Table 6).

References
Wood, M. B., (2014) . The Marketing Plan Handbook  (5th ed.) . Upper saddle River, NJ :    
Pearson Education, Inc.
IAGCargo magazine, (2018). Insight to a world that’s always moving – In Ghana, Fresh
Fruits and Veg Exports are Booming. Accessed on March 14, 2023,
https://iagcargomagazine.com/2018/11/28/in-ghana-fresh-fruit-and-veg-exports-are-booming/

Global Media Insight, (2023). Dubai Tourism Statistics 2023, Accessed on March 15, 2023,
https://www.globalmediainsight.com/blog/dubai-tourism-statistics/