Enhancing the marketing strategy of Bodyfuel Ghana to grow its customer base

Journal Title
Journal ISSN
Volume Title
Bodyfuel Ghana is a business in the dietary supplements industry that specializes in supplying healthy nutritional supplements. The business was founded in 2017 by Charles Peprah, a U.S.-based medical practitioner. It is primarily based in East Legon. It operates as a retailer of imported supplements to individual customers, as well as operating in a wholesale capacity to supply pharmacies and hospitals in three regions in Ghana. Favorable micro and macro environmental factors as well as strong prospects for the firm itself have supported Bodyfuelgh’s growth up to this point. The challenge faced by the company today is an overreliance on recurring customers for sales, as indicated by a need to generate more sales from new customers. This project employed qualitative research to gain insight from company personnel as well as managers to better understand the challenge and to inform efforts to find potential solutions. This report has drawn on extensive review of existing literature and relevant marketing frameworks to understand the subject matter. The research results were analyzed and synthesized to arrive at a strategic marketing plan for Bodyfuelgh using the AIDA and marketing mix models, designed to attract new customers to the company. The report also provides recommendations and an implementation plan using the SOSTAC framework to complement the proposed solution. It is the goal of this work to enable Bodyfuelgh to meet its marketing objectives of increasing its sales and expanding its customer base.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021
dietary supplement industry, partnerships