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1 PAPER CODE: STUIJT20190008 Vol 1 Issue 7 - JUNE, 2019 PUBLISHED BY: WWW.STU.EDU.GH
STU INTERNATIONAL JOURNAL OF TECHNOLOGY (STUIJT) Vol 1 Issue 7 - JUNE, 2019 (ISSN 2508-0997, Online) PUBLISHED BY; WWW.STU.EDU.GH
TOWARDS A SUSTAINABLE CERAMIC INDUSTRY IN GHANA: AN ASSESSMENT
OF THE WORKING ENVIRONMENT USING FIVE FORCES INDUSTRIAL MODEL.
Samuel Nortey1
Robert Amoanyi2
Frederick E. Okai3
1, 2. Department of Industrial Art, KNUST.
3. Sunyani Technical University
ABSTRACT
This paper discussed ceramics as an industry that is capable of improving Ghana’s economy and
providing direct and indirect employment, and penetrating the international market. The working
environments of the companies within the local industry were analysed using the Porter’s Five
Forces Industrial Model which revealed that the Ghanaian Ceramic Companies are competitively
weak in the areas of exports, and not able to compete favourably with new entrants, although,
strong in the area of raw materials and resource inputs. Study showed that the challenges within
the industry can be nipped in the bud if academia, industry and government work indivisibly.
Keywords: Ceramic Industry, Development; Five Forces Industrial Model.
INTRODUCTION
The ceramic industry is essential for the development and growth of any economy since its products
are indispensable in every industry. Nortey et al., (2013) intimated that Ghana in its formative
stage, industrialisation cannot overlook the importance of the ceramic industry. Ceramic materials
are widely applied not only in the manufacturing industry but also in the construction, health,
agricultural, oil and gas sectors. Ceramic materials such as clay have high wear and corrosive
resistance, good compressive strength, volume resistivity, and modulus of elasticity. Ghana is
endowed with huge deposits of raw materials such as clay, feldspar, oxides that are in commercial
quantities in almost every region (Kesse, 1995). These clay deposits which come with several
geotechnical properties could be used for the production of structural, sanitary, earthenware and in
the production of refractories for the oil and gas industries. Ghana was exporting clay products to
neighbouring countries such as Nigeria, and Ivory Coast. Ghanaian potters also supplied the table
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ware used to serve dignitaries at the Peduase Lodge, the Christiansburg Castle and other high
official residencies in the country. These were the periods when the Saltpond Ceramics Factory in
the Central Region of Ghana was producing almost every product from table ware, structural
products to sanitary products. The Ceramic Section of the Kwame Nkrumah University of Science
and Technology (KNUST) and Saltpond Ceramics Factory over the years did provide services
including the supply of items such as oven and table ware comprising tea sets, plates, bowls and
decorative pieces such as fountains and murals to the Peduase Lodge, The State House, the
Christiansburg Castle and other governmental institutions. These activities kept the academic
institution and the industry vibrant (Daily Graphic, 2003)
Such a viable company producing all kinds of ceramic products has been out of production for over
a decade. There have been several attempts at reviving the Saltpond Ceramics Factory without
success (Turkson, 2008, p.7). Governments have made promises of establishing ceramic firms to
produce bricks and tiles, however, these promises have not been fulfilled. Perhaps, the working
environments have not been favourable enough to help assist in the development and sustainability
of the industry. The assessment of the industry is therefore, imperative if the nation indeed wants
to achieve sustainable development goals.
In Ghana, the ceramic industry is known to encompass pottery and ceramic technology.
Traditionally, the industry was largely about pottery with female dominance in workforce (Osei,
1971; Gooselain, 2000) and heavily tied down to certain religious and cultural beliefs about clay.
These superstitions coupled with other technological challenges gradually crippled the industry in
Ghana.
Tomlinson (2015) revealed that the ceramic industry of Stoke On Trent in England employed more
than 100,000 people, and in 1979 around 52,700 people worked in the ceramic factories that
dominated the city’s industrial landscape. Since then, the UK’s industry experienced a long decline
as recession and globalisation took their toll. Several high-profile factories were closed down in
Stoke On Trent and in the 1990s some manufacturers outsourced production to South-East Asia as
firms sought to take advantage of lower labour costs (Khan, 2009).
Jahan (2010) revealed that Bangladesh (which had serious limitations due to availability of local
raw materials) and India have developed their ceramic industries which they are contributing
significantly to the growth of their economies. According to Jahan (2010) the Bangladesh ceramic
industry has become the building block of the construction and housing sector and is contributing
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to the economic growth through export earnings, foreign exchange savings and employment
generation. Johan (2010) assessed the working environment of the industry in Bangladesh and the
findings revealed inhibiting factors such as scarcity of raw materials. Interestingly, in Ghana, there
is abundance of raw materials. However, Nortey, et al, (2017) noted that many are quitting working
in the industry. With the availability of raw materials, cheap labour and development of technical
know-how, the Ghanaian ceramic industry should be on the edge of significant development.
The Daily Graphic of 25th March 2003 reported that the Saltpond Ceramics industry, which was
set up to produce earthenware products such as plates, cups, sanitary ware, floor and wall tiles as
well as porcelain insulators for electric poles, was having a very stiff competition from imported
products. The company, which had the capacity to produce about 50 percent of the total market
demand for ceramic products in Ghana, is now out of production. With staff strength of 200 at the
inception of the company in 1973, high production cost, high taxation and a fall in demand for its
products have been the bane of the company’s challenges. The cost of using glaze as a finishing
and imported Plaster of Paris (P.O.P) moulds was very high and this affected the cost of production.
The report noted that, most of the plants at Saltpond Ceramics were idle, and that the long kiln that
can dry and fire about 20,000 tonnes of hardware was out of use. This obviously translated into
low production.
This study therefore, focused attention on the Ghanaian ceramic industry by doing an assessment
of the working environments using the Porter’s industrial model.
METHODOLOGY
The study adopted the descriptive research method under the qualitative research design. The
method enabled the study to determine, describe or identify the situation regarding the working
environment within the ceramic industry (Ethridge, 2004), and also brought to bear the current
issues or challenges within the industry through a systematic process of data collection. This
ensured that the limitations to the sustainability of the industry are identified and well addressed
(Fox & Bavat, 2007).
Data collection was mainly done through interviews, focus group discussions and observations of
activities and production within ceramic companies and pottery centres in Ghana. Ceramica
Tamakloe in Accra, Ekem Ceramics, and Saltpond Ceramics in the Central Region, Vicalex in
Ashanti Region, C & M Bricks and Tile in the Brong Ahafo Region were selected for the study.
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These companies were selected because they had been in production for over 20 years and
therefore, were capable of providing enough information on the working environments within the
industry. Other pottery centres in Sirigu (Northern Region), Vume (Volta Region), Afari and
Mfensi (Ashanti Region), Tanoso (Brong Ahafo Region) were also sampled to provide experiences
on the pottery sector of the industry. The interviews and the focus group discussions were very
formal and were conducted using well formulated interview guides. Questions were on the
company’s performance to stiffer competition from substitute materials, raw materials and
technical know-how, and sustainability of products. Both interviews and focus group discussions
gave the results needed. The limitation of the study was that there is no data on the Ghanaian
ceramic industry regarding imports, exports, and contribution to Gross Domestic Product. All
efforts to retrieve such data proved futile. In this backdrop, observation was used to triangulate the
findings from interview and focus group discussions. The study, therefore, adopted Porter’s
Industrial Model to assess the working environment within the Ghanaian Ceramic Industry.
DETERMINATION OF MODEL
In order to effectively assess the challenges of Ghana’s Ceramic Industry and understand the actual
situation on the ground, the Michael Porter’s (1980) Five Forces Model was adopted to analyse the
industry’s working conditions and environment. Thompson et al., (2007) revealed that the vibrancy
of an industry is defined by factors such as market size and growth rate, number of rivals, scope of
competitive rivalry, number of buyers, degree of product differentiation, innovation, supply and
demand and technological change.
The idea of Thompson et al., (2007) is definitely hinged on Michael Porter’s model which gives
vivid insight that the competitive strategy of companies within an industry should be based on an
understanding of the structure of the industry and its degree of adaptation to change.
For the Ghanaian Ceramic Industry to become viable and compete favourably with the foreign
companies, there is the need to assess the companies within the Ghanaian industry by diagnosing
their competitiveness in order to understand their limitations. This will inform the crafting of
strategies to help develop the industry to provide employment and attract foreign investment.
The study therefore, adopted the Porter’s Five Forces Model (Porter, 1980; Thompson, et al, 2007)
as shown on Fig. 1. The first on the model looks at rivalry among the competing companies for
better market, position, increased sales and market share. The second on the model is the
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competitive pressure from firms outside the industry offering substitute products. The third on the
model is the supplies of raw materials, parts components or other resource inputs. The fourth on
the model is on the pressures from the bargaining power of the buyer and seller collaborations. The
model five is the potential of new entrants.
Fig. 1: Porter’s model on analysing industrial working environments.
Source: Thompson et al. (2007).
Ceramica Tamakloe
Ceramica Tamakloe (CT) is a ceramic company in Ghana that started producing glazed tableware
for local and foreign markets. The company found itself with big repeated orders from the large
US retailers such as Pier One Imports and from smaller privately-held importers in the US and
Europe. Its merchandise ranged from decorative plates to candle holders to flowerpots, often
decorated with “Adinkra” symbols, a popular Ghanaian design motif. With the present equipment
and production capacity, CT is producing 14,000 square Metres of terracotta wall tiles and over
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3,000 water filters every month. Currently they produce Clay bricks, Terracotta Wall Tiles and
Water Filters. The company uses mechanised machinery such as kilns, pug mills, plunger, etc.
Ekem Ceramics
Ekem Ceramics also started with decorative pots, tableware and giftware. Currently, Ekem
Ceramics is producing assay fire crucibles, gyapa linners, ceramic pots and vases, sika mukyia, and
gyapa coal pot (different kinds of improved cooking stoves). Ekem Ceramics is currently in
production at Winneba in the Central Region and now specialis ed in the production of crucibles
for the mining and oil industries.
Vicalex Bricks and Tile Company
Vicalex Brick & Tile Company (VBT) is dedicated to producing high quality diversified brick and
tile products. Ultimately their goal is to be a major contributor to the development of a modern
housing industry nation-wide emphasizing the use of locally manufactured building products.
Vicalex uses mechanized machinery and currently are into the production of planters in addition to
the bricks and tiles. The factory is located very close to a clay site.
Figure 2: Extruding perforated bricks at Vicalex. Figure 3: Fired bricks at Vicalex.
Source: Field study (2018). Source: Field study (2018).
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Figure 4: Produced sun screen at Vicalex. Figure 5: Fired cladding tiles.
Source: Field study (2018). Source: Field study (2018).
C and M Clay Products Limited
The company is located at Tanoso, near Sunyani in the Brong Ahafo Region of Ghana. Like
Vicalex, C & M produces hollow bricks, facial tiles, solid bricks, and sun screens. Situated close
to a secondary clay deposit, C & M operates a mechanised production system. Firing of products
is limited to wood firing technology.
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Figure 6: Material processing plant at C&M. Figure 7: Fired products at C&M.
Source: Field study (2018). Source: Field study (2018).
Pottery Sector of the Industry
With regard to the pottery, the industry has pockets of individuals or small groups producing
earthenware bowls, cups and decorative pieces at Tanoso in the Brong Ahafo Region, Nkawkaw
municipality in the Eastern Region of Ghana, Mfensi, Afari, Pankrono and Fomena in the Ashanti
Region of Ghana. There are also the Vume Pottery Centre and Kpando Pottery Centre in the Volta
Region of Ghana, and Sirigu Pottery Centre in the Northern Region. However, even in that aspect
of the industry, there has been a deep decline in their activities. Nortey, Asiamoaso and Okai (2017)
revealed that, the profession in Ghana is no more rewarding and only few are practising on a
subsistent basis. Various observations and interactions with these potters at their centres appear
that middlemen do take advantage of them making more profit from the sale of pottery products
than the potters who produce them. There seem to be a big gap between them and the international
buyers and tourists.
Competitiveness of the Local and Foreign Industries
The influx of imported ceramic products in most countries such as Ghana has come with lots of
competition. The local industry faces a fierce task on how to compete favourably with ceramic
products and substitutes from China, Italy and Spain. The local companies such as Ceramica
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Tamakloe and Vicalex are struggling to compete with the supply from foreign ones in the area of
quality and low prices particularly, the terracotta wall tiles. Significantly, most tiles used in the
building industry in Ghana are imported, indicating that the local companies have not been able to
capture the market. Vicalex Bricks and Tile Company at Mfensi appear to be doing well in the
bricks production sector. In that sector, the rivalry among the local companies is not keen as they
enjoy a bit of monopoly in the production of bricks. This perhaps, is due to lack of low importation
of bricks into Ghana.
There are competitive rivalries in the area of pottery. The Ghanaian industry is saturated with the
production of earthenware bowls, pots for domestic use and ceramic decorative artefacts imported
from China and Europe. Although there is competitive rivalry amongst the local companies
producing these products, the Chinese ceramic ware appears to be capturing the market because
they are cheaper and easily accessible. It is, therefore, safe to assert that the Ghanaian Ceramic
Industry is weak to competitive rivalry from outside apart from the bricks production section that
is enjoying low competition but even with such an advantage they are not into exportation.
Industries offering substitute products
Product substitutes are becoming a major concern for many industries and the Ghanaian Ceramic
Industry is not an exception. Traditionally, the domestic and culinary industries demanded for
earthenware ceramic products. Ceramic plates, bowls, cups were in high demand by “chop bars”
(local eating places) but currently the demand for low-priced, attractive and convenient substitutes
of ceramic tableware such as glass, aluminum and more commonly the plastic ware are drawing
significant profit for the thriving domestic market for crockery (Jahan, 2010).
Nevertheless, the ceramic industry can boast of still having the market for customers yearning for
traditional artefacts. What this means is that, there must be design revision and the spurring of
innovation in the form of product design (Nortey, 2013).
Supply of raw materials, components and resource inputs
The Ghanaian ceramic industry is endowed with ceramic raw material deposits which abound in
almost every region of the country. From Greater Accra through to West and Central Regions,
Brong Ahafo and the Northern parts of the country, there is evidence of clay deposits (ball clay,
refractory clays), feldspar, silica, kaolin, bauxite, manganese, the colouring oxides, to mention a
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few. It is worthy to mention that with the availability of these raw materials; about 45% of
production costs have been taken care of implying that cost of product would be competitively low.
This shows that Ghana does not need to import raw materials but rather can be a net exporter of
raw materials to bring in foreign exchange. In terms of raw materials, the industry is blessed with
deposits; however, there is a challenge of processing these materials for export.
Bargaining power of buyer and suppliers
Buyers in the pottery sector have much bargaining power in negotiating the prices of the products.
In the pottery sector especially in Tanoso, Mfensi, Afari, Vume, Kpando and Sirigu centres, the
potters explained that because demand is low, the buyers tend to have a slight edge over producers
in pricing. In this case, the suppliers prefer to take the job in contract form rather than producing
before pricing. This option enables them to make some profit as wares produced this way move
faster. They always keep in mind that buyers are always quick to switch to other suppliers because
of competitive pricing.
In the areas of technical ceramics and technology, the Ghanaian industry has not been successful
in making a strong mark on the international market apart from exports from Ceramica Tamakloe
whose authentic African designs resonate with many western consumers and allow a premium
price over similar mass-produced merchandise. Since 2003, Ceramica Tamakloe has invested in
equipment to produce architectural ceramics namely terracotta wall tiles, clay roof tiles or bamboo
roofing tiles, bricks and other products. Around the same time, Ceramica Tamakloe, along with
partners, started production of Ceramic Water Filters and now exporting terracotta tiles. However,
it is expedient to note that these foreign buyers have some sort of bargaining power strong enough
to lower the price of the products they want to buy.
There are also individual ceramic artist such as James Kofi Amoah, K. K. Obroni, and Kofi Asante
who exhibited their works in Germany, Netherlands, U.S.A and other ceramic technologists such
as Joe Nsiah, John Asare and P. S. Kwawukume who have been involved in the areas of building
ceramic kilns and repairing industrial boilers in Ghana, Nigeria and other neighbouring countries.
These services are gradually making the industry have a share on the international markets and
therefore, with increased production and developed technical know-how, the bargaining power of
buyers will be weakening.
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Potential of new entrants
The construction industry is growing in Ghana and it is expected that it rises with the ceramic
industry. The investment climate in Ghana is attractive and many would appreciate entering the
ceramic industry which has the potential of developing to the nation’s benefit if conditions are
favourable. In this vein, Sentuo Steel of China has arranged to open 80 million US Dollar ceramic
tiles factory in Ghana by the end of 2017. It is presumed that the factory would provide at least 700
jobs. Nonetheless, the folding up of many small and medium enterprises due to low demand and
constant power outage are still a challenge (Nortey, Asiamoaso & Okai, 2017).
With the gradual increase in the use of ceramic finishes, ceramic tiles and bricks, the industry is
significantly being noticed and has the potential of attracting new entrants. However, as much as
this momentum would rely on the existing companies within the sector, the government has a great
deal of role to play. The big companies within the industry should be able to pull up the small and
medium enterprises by working on joint projects and facilitate logistics support.
DISCUSSION
Limitations
Lack of professional identity in Ghana
This paper purports that lack of professional identity is a major challenge to the growth of the
ceramic industry in Ghana. Ceramics or pottery as most people prefer to call it has been a profession
many look down upon basically because many feel much intellectual capacity is not required in its
practice. Many see most of the products as more inclined to pottery (clay products fired below or
up to 650º C) than the structural, refractories and ceramics for engineering. In this backdrop, the
technological development of ceramics in Ghana has been insignificant and has only evolved
around table and decorative wares.
Limited technological research and low design innovation
Research provides the opportunity for growth since it reveals how one can improve upon the
present. In this vein there is the need to improve research aimed at blending the art and
technological aspect of ceramics. Cross (2002) intimated that technology and research-led
innovation are the key factors in the long-term growth of an industry, where they are needed in
both design and manufacturing.
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While the use of design can enable the ceramist to differentiate product in the market and attract
higher premiums, technology can enhance productivity and the quality of ceramic products. There
is, therefore, the need to look at the concept of design within the industry. The designs currently
found on the market are too monotonous and appear not to be attractive and appealing to the end
users. For example, the earthenware bowls and cups are of same designs cutting across the various
regions. The decorative pieces are all spherical in forms and very monotonous. Abraham (2014)
affirms that communication between the work and the user must be the universal attribute of
designing. Nortey, Okai and Bodjawah (2013), calls for design interventions and in-depth
exploration, analysis, spontaneous play and association, design development and revision of
products. Fendler (2013) states that, design must be informational and should focus on the end-
user. This means that ceramists and practitioners within the industry must be artists (making
statements), technologists (innovations) and designers (thinking of the end user) in order to make
the industry very functional to the society. Innovation in the ceramic industry is needed in order to
meet the changing demands and tastes of the end user (Klapwijk, et al., 2004).
Non-development of Material Processing Companies
Ghana as a nation is endowed with abundance of raw materials all over the country. There is
limestone deposit found in Oterkpolu in the Eastern Region. Limestone generally acts as flux and
also makes a composition more stable, reliable and less sensitive to odd variables in the kiln
(Kwawukume et al., 2011). There is also kaolinitic material deposit located near a village called
Teleku Bokazzo in the Western Region. Kaolin provides alumina which controls the flow of the
melt, preventing it from running off the ware and also from crystallisation to give a body good
chemical stability. It is thus, called an intermediate oxide because it helps build strong chemical
links between fluxes and silica.
Sand is another ceramic material readily available in Ghana. However, sand is found in large
quantities in Atoabo in the Western Region. There is another important material in ceramics which
occurs naturally and extensively as pink feldspars in pegmatite veins cutting across Birimian
granites, granodiorites and migmatites in Nsawam in the Eastern Region and Moree in the Central
Region. Feldspar acts as the main vitrifying agent and the alkalis in the feldspar (calcium oxide,
potassium oxide, and sodium oxide) act as a flux, lowering the melting temperature of a ceramic
composition.
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Another material worth mentioning is Manganese Carbonate deposited 60 km north of Takoradi at
Nsuta, close to Tarkwa in the Wassa area. Manganese oxide is a colourant used in bodies and
glazes, producing blacks, browns, and purples. There are also soil pigments (yellow ochre) that
occur as fine grained residual soils of weathered Birimian rocks along the Kumasi - Sunyani road
and Dunkwa-on-Offin - Prestea Road. Yellow ochre is a natural mineral consisting of silica and
clay owing its colour to an iron oxyhydroxide mineral, goethite.
With the mentioning of these few materials, it is very discouraging to note that there is not a single
material processing company in Ghana that can process these materials and make them ready for
the industry. It is said that one company was established in Ghana processing feldspar but collapsed
because the demand for the product in the industry was low.
THE WAY FORWARD
The way forward for this important industry calls for concerted efforts from the industry players:
academia, practitioners, service providers, and the governmental agencies to sustain the industry
and make it a value addition one. The following practical steps should be taken:
Academia and Research Institutions
The teaching and research institutions such as Kwame Nkrumah University of Science and
Technology, Council for Scientific and Industrial Research have a great deal of role to play
One major challenge within the industry has been a poor link between academia and the industry
players. This poor link is contributing to a slow development of Ghanaian ceramic products. It is
very disturbing that most of the research works carried out by the tertiary institutions are not
supported by the industry. Perhaps this has been so due to marketability of academic research
findings or the industry not providing their industrial problems to academia to work on. There is
the need for constant research and development of ceramic materials especially on how the
materials could be utilised in the standardisation of establishment of the industry. This development
could be realised by the following:
1. The Academia in collaborations with the Industry and government should institute a
Biennial Ceramic Fair where products from the industry are displayed and introduced to
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the public. This biennial fair could be in rotation in different regions of the country and
should have themes and solutions to the challenges of previous celebrations.
2. There is the expediency for the tightening of Networks and Collaborations amongst
academia and more especially the companies within the industry. For example, the
established companies such as Ekem Ceramics, Tamakloe Ceramics and Vicalex can share
ideas and support each other in the area of machinery and technical assistance. These
established companies can establish a business incubating unit where they offer a hand for
the small scale companies to thrive.
3. The development of small business models for traditional potters that target tourists and
international buyers. This could be an avenue of progress for small-scale producers. Of
course it would need to be an ethical and fair-trade model to ensure that traditional potters
are not taken advantage of by middle men.
The Industrial Companies and Players
One cannot leave out the companies within the industry when addressing challenges of the industry.
In as much as government, academia and individuals, there are certain requirements to be met or
developed by these companies and players.
1. There is the need for the companies to develop a brand for their products. In this current
age of where there is influx of ceramic products from Asia especially China, one needs a
strategy to compete favourably in the market and one way of doing that is keeping a
standard brand. This identity could be kept on our decorative pieces and giftware. Being
Eurocentric on our designs would not help.
2. There is also the need to place emphasis on marketing of the products through the several
media available and effective use of information technology.
Government and Governmental Agencies
The government and other governmental agencies should assist in the following:
1. Establishment of the Ceramic Society of Ghana. This society should be empowered to
periodically review the activities of the industry by discussing the challenges therein and
the way forward and submitting same to the government through the Ministry.
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2. The government should promote the use of ceramic materials and products such as bricks
and tiles in the construction industries. For example, the affordable housing project by the
government could have been built with bricks. Also, some of the governmental institutions
such as schools and hospitals should be built with bricks and this obviously would urge on
individuals to patronise ceramic products.
3. The government should have a policy to give incentives to ceramic exporters to encourage
them to be exporting both finished products and raw materials since the products from the
industry can compete favourably with those on the international market. China gives 22.5
percent to ceramic exporters. Such an incentive will encourage the companies to grow and
would bring in a lot of foreign exchange.
4. The issue of constant supply of power is very crucial to the realisation of constant
production. When power is not constant it brings about high cost of production which
obviously will increase the price of the product. Government should make it a must to
always provide constant power.
5. In addition, the government should ensure that the few foreign companies operating in
Ghana have a policy of recruiting local expertise. This should cover both skilled and
unskilled ceramic workers. In other words, the authority in charge should ensure that local
content policy is adhered to.
Conclusion
Ghana should be on the cusp of significant development in ceramics and industry considering the
availability of raw materials and technical know-how for the industry to thrive. The Porter’s Five
Forces Industrial model has shown that with the influx of industries providing other substitutes and
the threats from new entrants, there is the need to give attention to the industry which still has the
potential to provide direct and indirect employment, foreign exchange and make a giant mark on
the international market. The recommendations made by the paper if well implemented by the
various stakeholders such as the academia, the industry and government, the industry that appears
to be crippled would blossom and play a significant role in job creation and in livelihood of many.
16 PAPER CODE: STUIJT20190008 Vol 1 Issue 7 - JUNE, 2019 PUBLISHED BY: WWW.STU.EDU.GH
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