Market Orientation of Public Institution: A Case Study of Ministry of Food and Agriculture, Ashanti

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The research focused on the market orientation of public institution. Market orientation is a business approach or philosophy that focuses on identifying and meeting the stated needs and wants of customers/farmers, through its own or acquired products/services. The main objective was to evaluate market orientation of public institutions in Ghana, using Ministry of Food and Agriculture (MOFA) as a case study. The specific objectives were to identify the market orientation strategies that can be adopted, to find out how these strategies will help improve the public institution performance in terms of services, meeting customers’ needs etc., and finally, to identify the problems militating against the attainment of effective marketing strategies in MOFA. The basic data collection tools used were questionnaire and semi-structured interview. A sample size of hundred (100) was taken and descriptive statistics was used to summarized the information. The main findings were, emphasis on market orientation of Ministry of Food and Agriculture has not been as strong as expected, and responsiveness in terms of customers’/farmers’ change in products/services needs is not encouraging. The research revealed that, there was enough evidence of gender balance among all categories, good number of young and energetic youth farmers gradually showing interest in agriculture and respondents have full knowledge, skills and competence on the subject matter. Major challenges identified was that, farmers do not contact MOFA for advice in their day to day activities, MOFA do not provide market for food crop products, inadequate training for to both farmers and MOFA staff, poor storage facilities, road network, and high input prices. The study recommended that, MOFA should therefore, pay attention to complaints of customers, and secondly, should develop both internal and external good relationship with its employees and customers, and better understanding of their needs to increase productivity and attain customer satisfaction.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters in Business Administration,