HELP TOOLS AND INVESTMENT POTENTIALS OF WHEAT BUSINESS IN GHANA. CASE STUDY: OLAM,GHANA

Abstract

The purpose of this study is aimed at investigating the business viability of the investment potential of wheat business in Ghana. Wheat is one of the oldest and most commonly consumed cereals in Ghana. Wheat is sold in Ghana mostly unpacked for the consumption of all. Unbranded wheat sold at the market leaves lots of doubt about its credibility and the origin of the cereal. This research presents ways in which business investors can reap the full benefit of branding and extending the market communication mix of the food and agriculture industry with the aim of attracting more locals to adopt wheat as a staple food. The research is made on business expectations and prospects to reveal the current situation present in the industry with regards to the consumption of wheat. Help tools are given, this serves as a yardstick, which in turn aids investors towards branding the cereal by establishing a trademark among others to satisfy the consumer at a profit. This material also serves as a guide book for an entrepreneur or investor whose target is to brand the cereal and expand the market communication in other sub-Saharan regions.