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Manual Brick Production: Profiling Akwansosem Bricks Company in Gomoa Akyereko in the Central Region of Ghana
Article Number: SIS316748AI011123
1st November, 2023
Author(s):
Kofi Asante-Kyei, Alexander Addae, Caleb Nii Darku Doodo
Abstract:
In Ghana, the role of brick
production in the construction industry is significant, yet it remains somewhat
overlooked. A survey revealed that manual brick production factories are
relatively unknown in the country, despite their substantial contributions to
the brick manufacturing sector. Furthermore, burnt bricks as a building
material have limited visibility in Ghana, with minimal presence in
advertising, such as billboards or major media campaigns within the local
community. To address this, this study offers a comprehensive profile of
Akwansosem Bricks Company in Ghana's ceramic industry. It delves into the
various aspects of brick production, including raw material selection,
processing, molding, drying, firing, quality control procedures, and marketing
strategies used to target specific markets. The study utilized interviews and
observations as data collection methods and selected the company's owner as the
study's primary respondent using purposive sampling. It was revealed that the
company has adopted specific marketing strategies, including a unique selling
proposition (USP), established a strong brand identity, and engaged in
networking and participation in industry events to ensure its sustainability.
The study also identified challenges faced by the company, such as high
firewood fuel costs for firing, difficulties in sourcing suitable clay during
rainy seasons, delayed customer payments due to economic conditions, and
environmental concerns related to energy consumption and emissions. Nonetheless,
the company has plans to supply burnt bricks to various African nations. One of
the recommendations is for the government to provide incentives to support
manual brick producers in Ghana. Brick factories could also explore modern
technology and innovations, and collaboration and information sharing among
brick factories through workshops to stay up-to-date with the latest trends in
brick production should be encouraged.