Marketing environment

Appiah Menkah company is a company that deals in the manufacturing of various kinds of soaps ranging from liquid, fragrant and bar soaps. It is located in the outskirts of kumasi the second capital of Ghana, a place called Ahinsan. The macro and micro environmental factors of the company are outlined below.
Macro: econimic forces, technological forces, political forces and natural forces.
Micro: customer, competitors, supplies, and the marketing intermediaries.

The economic forces of Appiah Menkah company is largely depended by the economy of the country as the imports duty of the various chemicals that is used in the manufacturing of its product normally flactuates as our economy is not having a stable economy, the often increament in fuel prices also contributes to the transportation cost of the company and the enrgy supply needed for production is also a great concern as the country is now even in power crises and the company has to depend on the imported generators of virtually lower voltage for production.
The technology of the company is not at a good standard because old machines are used for production and also the owner of the company was an affiliate of the then opposition party now in government so their production was closely monitored by the then ruling government and that led to the closure of the company in 1996 because of high taxes and environmental pollution reasons.
The natural environment of the company is good as it is sited at the outskirt of the main town and the wind and rainfall patern in the area is also moderate making it condusive for production.

Micro marketing factors
Customer: the company has a great number of customers ranging from chop bar operators or restaurants, hotels and individuals for house use. Although the economic forces of the country greately affect the company, its production is somehow cheap comparably, that also contribute to the number of customers as most of the citizens are poor.
Competitors: the company has a number of competitors ranging from unilever, sons and soaps etc. The company has adopted the use of vans with public address system in their supplies or sale and they also move to comunities as a door to door selling. Although there are wholeslers that also go to the factory for supply, the mechanism the company has adopted is selling alot.