Ghana: Leading cement manufacturer Ghacem targets 3m tonnes production in 2019

Ghacem, one of the leading cement manufacturer based in Ghana is giving all its endeavour to attain its three million tonnes production target by the completion of 2019.

According to Morten Gade, the Managing Director of Ghacem, the current effort will push the brand to meet its set target of producing and distributing 60 million bags of cement in the current year. “Strategically, what we are doing is to know the exact distribution chain. We are making sure that with every stage in the market from manufacturing to the distributors to the retailers and then to the end consumer, we know the market segment,” Gade said, as reported by Graphic Online.

Gade further said that Ghacem ensures through strategic and innovative ways that it has maintained its market position as the number one producer of cement in Ghana despite all kind of challenges. The company has recorded the production and distribution of around 56 million bags of cement in 2018. Now the company aims to augment the figure to 60 million at the end of 2019.

“This will be more challenging in the present moment but we will be giving the customers something extra,” Gade added. On the other hand, he further elucidated that although Ghacem lost the monopoly as the sole cement manufacturer in the country some 19 years ago, the entrance into the market by two new manufacturers last year changed the market dynamics which changed the company’s marketing strategy too, the source noted.

“When the market dynamics change, you have to change too so we changed our marketing efforts, we did things differently and we had a much better and closer cooperation with the distributors and our direct customers and we managed to maintain our market position and our market share despite two new competitors coming onto the market,” he further said while emphasizing Ghacem’s biggest achievement in developing the country instead of just growing company’s core business.