The study examines marketing approaches for local products in Ghana's global markets, with a focus on lessons from Ghana's experience. A qualitative comparative analysis was conducted using secondary data from academic journals, industry reports, and government documents to evaluate the effectiveness of various marketing approaches for local products in global markets. Marketing strategies based on branding and value-added services showed significant improvement in market acceptance (20% increase) compared to traditional methods like price discounts. Effective marketing strategies can substantially enhance the visibility and sales of local products in international markets, as evidenced by increased consumer preference for branded products over discounted ones. Local producers should prioritise developing strong brand identities and offering differentiated value-added services to better compete with global brands.
Afriyani et al. (Fri,) studied this question.