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ENTERING THE EDU-TECH MARKET IN GHANA

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ENTERING THE EDU-TECH MARKET IN GHANA

The African continent is a developing continent due to several reasons, paramount among these reasons are the access to basic education and the quality of this education. The objective of this research work was to determine how a small Finnish company SkillSafari and the concept of digital badges should penetrate the Ghanaian educational market and how it should utilize its experiences from other African markets into the Ghanaian market. The research used the qualitative approach, primary data for the research was gotten from a series of interviews with relevant and knowledgeable focus groups who will be the primary market target for SkillSafari in Ghana. This study also focused on the various market entry strategies by analyzing the Hollensen International marketing strategies. The study included an analysis of the company, an analysis of the target market and also utilized analysis tools such as the SWOT Analysis and PESTEL Analysis. The various relevant players in the education industry and the types of partnerships SkillSafari should be forming. The research work concluded that SkillSafari should expand to the Ghanaian market and this expansion should be through a joint venture approach, a joint venture will give the company the advantages of having a local partner with years of knowledge and experience in the market, knowing the players in the market and most importantly understanding how the marketing aspect of the business should be, the selection of this local partner will be important and a lot of attention should be placed on selecting the right partner with both parties clearly understanding the MOU.

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