The project \u201cUpgrading business competences among SME entrepreneurs in Ghana\u2019s horticultural and cocoa products value chains\u201d is in full swing with the entrepreneurial participants having recently finished their second module. From 19 to 22 March the module on agribusiness marketing in local and global contexts took place in Accra, Ghana.<\/p>\n
MSM Senior Lecturer of Marketing and Strategy Oliver Olson traveled to Ghana to share his extensive knowledge and experience in 4 hands-on training workshops with a key focus on strengthening the marketing of the 17 participating Ghanaian SMEs in Horticulture and Chocolate.<\/p>\n
This was the second training module that rapidly followed up the first training on Value Chain Analysis. During the marketing module the SME owners and managers dived into the marketing fundamentals and how to identify the correct customers and segment and target customers locally and globally. Furthermore, they worked on how their customers define value and how to communicate with their customer base by using the Marketing Mix (4Ps).<\/p>\n
Also, the packaging of the SME\u2019s products was touched upon, as first impressions of a product matter and packaging isn\u2019t just a box, it\u2019s a communication tool to your customers. But the main point is of course the product within the packaging. And hence, a nice added bonus of a training with chocolate SMEs, was the tasting of the products. At least 24 different chocolate bars from multiple manufacturers were eaten, analyzed and discussed. <\/p>\n
An interactive teaching mix
\nThe course was a combination of theory, group and individual work on student\u2019s own company and presentations. Also, individual coaching sessions were part of the course offering, which gave participants the opportunity to get more in detail regarding the needs of their business. These one-hour sessions are voluntarily and on request of the participant. The sessions one-on-one coaching sessions are appreciated by the participants.<\/p>\n
\u201cThe coaching sessions make it possible to see how to grow organically especially as a small startup company\u201d. \u2013 training participant<\/p>\n
Up next
\nThe third module on exporting to Africa will start in May. The other modules follow in later months.<\/p>\n
This Tailor-Made-Training is a joint initiative by four organizations: the Ghana Netherlands Business and Culture Council (GNBCC), the Cocoa Value Addition Artisans Association of Ghana (COVAAAGH), The Africa Trade Academy (ATA) and Maastricht School of Management (MSM). The trainers are from MSM and the ATA in Ghana.<\/p>\n
Click here for source.<\/p>\n","protected":false},"excerpt":{"rendered":"
The project \u201cUpgrading business competences among SME entrepreneurs in Ghana\u2019s horticultural and cocoa products value chains\u201d is in full swing with the entrepreneurial participants having recently finished their second module. From 19 to 22 March the module on agribusiness marketing in local and global contexts took place in Accra, Ghana.<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[149],"tags":[],"class_list":["post-12858","post","type-post","status-publish","format-standard","hentry","category-training-workshops"],"jetpack-related-posts":[{"id":6150,"url":"https:\/\/gnbcc.net\/project-update-sme-training-module-three-export-to-africa\/","url_meta":{"origin":12858,"position":0},"title":"Project Update: SME Training Module Three- Export To Africa","author":"Tracy Mensah","date":"May 24, 2024","format":false,"excerpt":"The third module of the SME training organized by Maastricht School of Management in collaboration with GNBCC\u00a0took place last week.","rel":"","context":"In "Training & Workshops"","block_context":{"text":"Training & Workshops","link":"https:\/\/gnbcc.net\/category\/training-workshops\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2024\/05\/2024-05-24_0_3rd_module.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2024\/05\/2024-05-24_0_3rd_module.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2024\/05\/2024-05-24_0_3rd_module.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2024\/05\/2024-05-24_0_3rd_module.png?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":15389,"url":"https:\/\/gnbcc.net\/the-gnbcc-sme-support-desk-cohort-2-completes-first-two-weeks-of-intensive-training\/","url_meta":{"origin":12858,"position":1},"title":"The GNBCC SME Support Desk Cohort 2 Completes First Two Weeks of Intensive Training","author":"Grace Agorigo","date":"March 13, 2026","format":false,"excerpt":"Following a successful pilot last year, the GNBCC has officially kicked off the second edition of its SME Support Desk. This cohort, which is strictly dedicated to SMEs within the Horticulture and Cocoa-producing sectors, has seen an expanded reach, moving from five companies in the pilot phase to doubling the\u2026","rel":"","context":"In "SME Desk"","block_context":{"text":"SME Desk","link":"https:\/\/gnbcc.net\/category\/sme-desk\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/03\/mahama-1.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/03\/mahama-1.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/03\/mahama-1.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/03\/mahama-1.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/03\/mahama-1.png?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":14771,"url":"https:\/\/gnbcc.net\/application-open-gnbcc-sme-support-desk-2nd-cohort\/","url_meta":{"origin":12858,"position":2},"title":"Application Open: GNBCC SME Support Desk (2nd Cohort)","author":"Michael Teye","date":"February 6, 2026","format":false,"excerpt":"The GNBCC is pleased to announce the launch of the second cohort of its SME Support Desk, a subsidised, hands-on programme designed specifically for horticulture and cocoa-based SMEs seeking to formalise operations, strengthen internal systems, and position their businesses for sustainable growth.","rel":"","context":"In "SME Desk"","block_context":{"text":"SME Desk","link":"https:\/\/gnbcc.net\/category\/sme-desk\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/01\/Newsletter-Blog-Media.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/01\/Newsletter-Blog-Media.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/01\/Newsletter-Blog-Media.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/01\/Newsletter-Blog-Media.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/01\/Newsletter-Blog-Media.png?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":18850,"url":"https:\/\/gnbcc.net\/applications-open-for-the-gnbcc-sme-support-desk-cohort-3\/","url_meta":{"origin":12858,"position":3},"title":"Applications Open for the GNBCC SME Support Desk, Cohort 3","author":"Paul N.","date":"August 27, 2026","format":false,"excerpt":"Applications are now open for Cohort 3 of the GNBCC SME Support Desk. The programme supports entrepreneurs and SMEs in Ghana\u2019s horticulture and cocoa value chains to strengthen their business systems.","rel":"","context":"In "SME Desk"","block_context":{"text":"SME Desk","link":"https:\/\/gnbcc.net\/category\/sme-desk\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":18961,"url":"https:\/\/gnbcc.net\/applications-open-for-the-gnbcc-sme-support-desk-cohort-3-2\/","url_meta":{"origin":12858,"position":4},"title":"Applications Open for the GNBCC SME Support Desk, Cohort 3","author":"Paul N.","date":"September 4, 2026","format":false,"excerpt":"Applications are now open for Cohort 3 of the GNBCC SME Support Desk. The programme supports entrepreneurs and SMEs in Ghana\u2019s horticulture and cocoa value chains to strengthen their business systems.","rel":"","context":"In "SME Desk"","block_context":{"text":"SME Desk","link":"https:\/\/gnbcc.net\/category\/sme-desk\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2026\/08\/Thumbnail-Application-SME-Support-Desk-2026-1.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":13193,"url":"https:\/\/gnbcc.net\/sme-desk-first-cohort-kicks-off\/","url_meta":{"origin":12858,"position":5},"title":"SME Desk \u2013 First Cohort Kicks Off","author":"Tracy Mensah","date":"August 15, 2025","format":false,"excerpt":"Earlier this year, the Ghana Netherlands Business & Culture Council (GNBCC), under the Netherlands Embassy\u2019s Private Sector Development (PSD) Project, launched the SME Support Desk to provide practical, tailored support to small and medium-sized enterprises (SMEs) in Ghana\u2019s horticulture and cocoa sectors.","rel":"","context":"In "SME Desk"","block_context":{"text":"SME Desk","link":"https:\/\/gnbcc.net\/category\/sme-desk\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2025\/10\/2025-08-15_0_SME_SUPPORT.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2025\/10\/2025-08-15_0_SME_SUPPORT.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/gnbcc.net\/wp-content\/uploads\/2025\/10\/2025-08-15_0_SME_SUPPORT.png?resize=525%2C300&ssl=1 1.5x"},"classes":[]}],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/posts\/12858","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/comments?post=12858"}],"version-history":[{"count":1,"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/posts\/12858\/revisions"}],"predecessor-version":[{"id":12927,"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/posts\/12858\/revisions\/12927"}],"wp:attachment":[{"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/media?parent=12858"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/categories?post=12858"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gnbcc.net\/wp-json\/wp\/v2\/tags?post=12858"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}