The role of market orientation in the poultry industry in Ghana: the case of Agricare Limited

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The present study focuses on the role of market orientation in the Poultry Industry in Ghana with reference to Agricare Limited. It reviews the poultry industry in Ghana. There is also a review of the concept of market orientation and its relevance. In an attempt to elicit the required information to support this literary work, two sets of questionnaires were designed. One set was administered to employees of Agricare Limited. Another set was given out to Accredited Distributors of the Company’s products. The two questionnaires are included in this piece of work as appendixes I and 2. A Statistical Package for Social Scientists software was used to analyze the data that was gathered. The study shows that Agricare has not done much to factor the needs, and wants of its customers and possible customers to influence its crucial decisions. Agricare’s corporate culture is not seen to be committed to creating customer value. The study makes recommendations which seek to help in proper adaptation and enrichment of market orientation in the poultry industry.
A Thesis submitted to the School of Business of the Kwame Nkrumah University of Science & Technology In partial fulfillment of the requirements for the degree of Executive Master of Business Administration,2008