Review and analysis of the performance of Guinness Ghana Limited (GGL) from 1992 to 2002

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The brewery industry in Ghana particularly that of the alcoholic and non alcoholic beverages is a very dynamic one. It has attracted intense competition both locally and internationally. The benefits of the competition for the consumer and the investor a commonplace as manifested in price and quality of the products that are available. GGL established in 1960 stood the stern competition and have achieved growth and expansion over the years. This feat did not come up easily but through huge investments, aggressive marketing strategies and varied social responsibility. The focus of the paper examined the attraction of the company to the investing public. In the absence of any rule of thumb, financial analyses have been employed to predict, describe and analyze the performance of the company. Despite severe attack from cheaper stout brands, GGL invested significantly and successfully in very creative marketing initiatives over the entire period under study. This secured for the Guinness Stout brand a volume growth of about 5% year on year from 1992 to 1998. This growth kept on increasing to 26.3% and a value share of a total beer market share of 40% in 2002 from 38% in 2001. Considering the stiff competitive market, this was a good performance. The resulting creation of value to the consumer by GGL grew total beer volumes up to 6.2% and malt drinks up 41%. During the same period, Malta Guinness market share grew from a modest 5.3% in 1994 through 10.8% in 1998 to 43% in 2002. In 1997 after a thorough research on the Ghanaian alcoholic taste, that new product was launched the Guinness Foreign Extra Stout Big Bottle which performs successfully to win the Ghana Chartered Institute of Marketing Award for product of the year. In the same vein another product the Gordon Spark was also launched in year 2001 which according to consumer feedback is already a market leader in the beer category. The big investment made in the three Northern regions in the production of maize and sorghum as its raw material has seen majority of farmers joining its scheme and benefiting immensely in the form of improved income, water facility, health and education. Management has to protect the interests of all concerned parties or stakeholders and in any business environment, the stakeholders goes beyond the usual creditors and owners but extend to the likes of government, society and even the environment.
A thesis submitted to the Department of Economics and Industrial Management in partial fulfilment of the requirements for the degree of Master of Business Administration degree, 2004