Evaluating the performance of Kantanka vehicles in the Ghanaian market; A focus on marketing and other input related factors
This thesis examines the automotive industry in Ghana with a focus on Kantanka Automobiles; the first indigenous automobile manufacturer in Ghana. Kantanka automobile Company Limited specializes in the manufacturing of both on-road and off-road vehicles that are designed to accommodate the Ghanaian and African terrain. This research paper sought to identify the factors affecting the firm’s performance with a focus on marketing and to determine the desirability of Kantanka vehicles to the Ghanaian consumer. This is a descriptive research which involves both primary and secondary data. The study was carried out primarily through questionnaires which to be disseminated to the employees of Kantanka Automobiles as well as selected persons in the labor force of the economy. An interview with the marketing manager of Kantanka Automobiles was also conducted to obtain relevant information for this study. The key findings of this study show that there is relatively low brand awareness of the indigenous vehicle manufacturer. It also shows that Kantanka Automobile Company Limited suffers from lack of financial support which is slowly crippling the firm belonging to the infant industry in the economy. Analyzing these findings, the study recommends that there is the need for relevant stakeholder engagement, including the government to help facilitate the provision of domestic automobile parts as well as manufacturing centres with modern tools and machinery to effectively aid the development of Kantanka Automobile Company Limited and the automobile industry. It also recommends that It would be of great benefit if the government of Ghana provides an enabling environment in the form of tax exemptions, and subsidies to reduce the burden on the indigenous vehicle manufacturer.
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
Kantanka Automobiles, automobile manufacturing, automobile marketing, car brand preferences