Future Orientation of Marketing Management for Sustainable National Development, A Case of Ghana’s Tema Port

Abstract

Maritime Ports have played vital roles in the development of many economies in the world; from merely providing shelter for ships through to becoming complete logistics platforms for international trade. Notwithstanding, the importance of ports with regards to national objectives evolved at varied paces in various economies of the world as they competed to serve international trade and shipping.  Those variations impacted the choice of ownership and management of the facilities.  GHPA, Ghana opted for the Landlord model of ownership to enhance its competitive edge in the West African sub- region. But that move appeared to result in the ineffectiveness of the Marketing Department of the Tema Port in pursuing the national objectives.  A new focus for marketing management of the Tema Port, which could facilitate the realization of Ghana’s national objectives, was researched into.  Conclusions were that the marketing department of the Tema Port may have to move beyond serving their direct customers to pursuing additional objectives which may not be directly related to port business in the short term.  Such moves could stimulate the growth of local industries from which the port can eventually create niche businesses in the medium to long term.  For example, support for tropical fruit production, can lead to fruit processing, packaging, storage and then exporting by and through the port.  Such a move could also create the much needed employment, State revenue and improved living standards in Ghana.

Keywords: Maritime port marketing, Ghana’s Port, National development