The Ghana Immigration Service (GIS) has said that 925 out of the 2,241 illegal immigrants arrested on the streets of Accra engaging in begging, have been repatriated.

This is contained in a press release issued in Accra on May 20 and signed by Head of Public Affairs, Michael Amoako-Atta.

“Repatriation was initiated in the morning of Saturday, 17^th May, 2025. At the time of this release, 925 persons have been successfully repatriated, and processes are underway to remove the rest,” the GIS stated.

It assured that, “Meals, among other needs of persons in detention, have been provided for by the Service, and the GIS Clinic is on standby to provide medical services where necessary. To avoid congestion at the Holding Centre at the National Headquarters, there has been a temporary hold on arrests.

According to the press release, the Special Operation is being conducted humanely in cognisance of the rights of all migrants.

“The GIS remains committed to its core values of Professionalism and Respect for Human Rights, and assures the general public of humane handling of affected immigrants. The GIS expresses utmost gratitude to all stakeholders, especially the general public and the media, for their support throughout this exercise,” it said.

The GIS further noted that ” As Ghana’s lead agency in migration management and border security, the GIS assures the general public of its commitment to operating fair and firm immigration systems and contributing to national security and development.”

It announced that, “The Special Operation will resume and continue in due course, in the effort to rid the streets of beggars and clamp down on criminal networks.

Please read full press release below:

PRESS RELEASE – UPDATE ON PROCESSES FOR REMOVAL OF FOREIGN NATIONALS ENGAGED IN STREET BEGGING

The University of Ghana chapter of the University Teachers Association of Ghana (UTAG-UG) has said the Auditor-General, Johnson Akuamoah Asiedu behaved unethically and misled the public with his report on the university’s payroll audit, which he said had been overstated with GH¢59.2 million being employee compensation by GH¢59.2 million between 2022 and 2024.

According to UG chapter of UTAG the Auditor-General should resign for a “misleading and unethical audit report on the university’s payroll.”

Related: University of Ghana dismisses Auditor-General’s Gh¢59.2 million payroll overstated claim

At a press conference in Accra on Tuesday [May 20] the Secretary of the UG chapter of UTAG, Jerry Joe Harrison, criticised the Auditor-General’s report, which claimed the university had overstated employee compensation by GH¢59.2 million between 2022 and 2024.

“For the Auditor-General to sit in his office and preside over such an institution that disregards ethical standard practice, we are hereby calling for the resignation of the Auditor-General, or we will petition the President for his removal,” Harrison said.

The Association expressed disapproval of what it said was a breach of professional ethics, noting that the University was not given the opportunity to respond to or clarify the findings prior to the report’s publication. According to UTAG-UG, this omission amounted to a serious violation of due process.

Mr. Harrison further alleged that the report is being used for political manipulation and accused some media outlets of consistently misrepresenting the university’s operations.

He described the Auditor-General’s conduct as unprofessional and unfit for someone in his position.

“It appears to us that the Audit Service is more interested in appearing to be working than in doing the right thing, and in so doing, they ignore ethical standards that guide their profession,” he added.

UTAG-UG defended the legitimacy of the salary payments identified in the audit, insisting they were made under legally sanctioned agreements and were necessary due to structural challenges, including staff attrition, delayed subventions, and government restrictions on recruitment.

The association also called on the National Media Commission to act against what it termed “low-standard journalism” that has, in its view, unfairly tarnished the University’s reputation.

UG UTAG concluded by asserting that the Auditor-General’s actions have eroded public trust and calling for accountability. “For ethical breaches of this magnitude, we believe the Auditor-General should be removed from office,” Harrison affirmed.

READ ALSO: University of Ghana dismisses Auditor-General’s Gh¢59.2 million payroll overstated claim

By Edward Dankwah 

Accra, May 20, GNA -Alhaji Seidu Agongo, Chief Executive Officer of Alive Industries, has presented a Cheque for GH₵500,000 to the Ghana Medical Trust Fund through the Ministry of Health.  

The donation is a pledge he made during the launch of the Ghana Medical Trust Fund by President John Dramani Mahama. 

Alhaji Agongo, who is also the CEO of Agricult Ghana Limited, said his motivation stemmed from understanding the connection between public health and national prosperity. 

“As a businessman, my success means nothing in a society where people die from treatable conditions,” he said.  

He said business only flourishes in a healthy environment and “we all need access to proper healthcare not as a luxury, but as a fundamental right.” 

Alhaji Agongo urged Ghanaians to help support each other to make life better.  

“This is not about wealth but rather it is about compassion and together, let us continue to lift others and be the reason someone gets another chance at life,” he said. 

He said as the owner of a Dialysis Centre, he had witnessed firsthand, the devastating impact of kidney disease in Ghana.  

He said in a developing country where people hardly got food to eat, the impact of the disease was a significant strain. 

According to the Global Payroll Association, each dialysis session costs approximately GH₵800, with most patients requiring three sessions weekly, totaling about GH₵8,400 monthly or roughly $800 in a country where average monthly income averages $750. 

It said more than half of the working class earn less than that. 

Mr Mintah Kwabena Akandoh, the Health Minister, emphasized that the donation transcended corporate social responsibility and urged Ghanaians to support the Fund. 

“This is about Ghanaians standing for Ghanaians and Alhaji Agongo demonstrates what we must all aspire to seeing the suffering of our neighbours and responding not because we have much, but because we care deeply,” he said. 

Alhaji Agongo has made similar donation gestures to thousands of people across the country, including building a block for the Child Emergency Unit of the Korle Bu Teaching Hospital. 

GNA 

Edited by Lydia Kukua Asamoah  

The Ghana Congress on Evangelisation (GHACOE) Women’s Ministry, a non-denominational Christian group, has decried the increasing rate of betting, lottery and other gambling activities involving young people.

The Ministry says such activities are harmful and wants the government to support initiatives that empower the youth to be gainfully employed.

The concern was raised during the induction of Mrs Nana Adwoa Insaidoo as the 5th National President of the Ministry, which promotes entrepreneurial skills training for vulnerable members of society.

Newly-inducted President of GHACOE, Mrs Insaidoo, says the organisation is committed to empowering the youth from vulnerable communities by facilitating job opportunities and providing them with guidance and support.

Their mission also includes spreading positivity and hope through meaningful outreach efforts.

She is seeking for government’s support to ensure the youth benefit from the training and eradicate unemployment in the country.

In an interview, the Principal of Jackson College of Education Theodosia Jackson, highlighted the positive impact of GHACOE in reducing unemployment and empowering women through entrepreneurial skills training.

She noted that the journey started in 1983 with the creation of a variety of crafts, including bead-making and tie-dyeing.

The organisation visits prisons and police custody to preach the gospel, donate items to inmates, and provide training in essential skills as part of their mandate.

Mrs Jackson encouraged individuals to focus on productive activities rather than spending time at the prayer centre in search of jobs, suggesting that utilising their time for work could lead to better opportunities.

She also spoke against the increasing spate of betting, lotteries, and other gambling activities, which she observed are harming the youth.

DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.

DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.

Samuel Nartey George is the Minister of Communication, Digital Technology and Innovation

Minister of Communication, Digital Technology and Innovation, Samuel Nartey George, has taken strong legal steps against New Patriotic Party (NPP) commentator P.K. Sarpong, demanding an immediate retraction and public apology over claims that he received a luxury Lexus vehicle as a gift in breach of a new presidential directive.

Sarpong, in a Facebook post, alleged that George was seen using a “top-of-the-range, unregistered Lexus” purportedly gifted to him by an undisclosed individual.

He suggested the gesture violated President Mahama’s recently introduced Code of Conduct for public officials, which restricts the acceptance of high-value gifts to prevent conflicts of interest.

In response, lawyers for Mr. George, from the law firm Korsah & Ackah @ Law, issued a formal letter on Tuesday, May 20, 2025, strongly denying the claims and describing them as false, defamatory, and deliberately damaging to the minister’s reputation.

The letter demands that Sarpong delete the post in question, issue a full retraction, and publish an unreserved apology within seven days.

Failure to do so, it warns, will lead to a defamation lawsuit and further legal consequences.

“You knew these statements were baseless yet chose to disseminate them publicly with the intent of undermining our client’s reputation,” the letter reads. “This constitutes not only a reckless disregard for the truth but also a serious legal offense.”

Mr. George also clarified that the vehicle at the center of the controversy, a 2024 Lexus LX600, was not a gift, but rather a personal purchase financed through a loan from the National Investment Bank under a government-backed Parliamentary Service scheme.

He maintained that the acquisition followed all legal and ethical protocols.

The new Code of Conduct, unveiled by President Mahama earlier this month, mandates that all gifts valued over GH₵20,000 be declared by public officials, part of a broader push to promote transparency and public trust in governance.

Read the full statement of the lawyers of Sam George below:

Mr P.K. Sarpong,

Notice is hereby served for your to do the needful or prepare to face the full consequence of your reckless indiscretion. 🦁🇬🇭 pic.twitter.com/UV5a0n1vnp

— Sam ‘Dzata’ George 🦁🇬🇭 (@samgeorgegh) May 20, 2025

FKA/MA

After the heavy rains over the weekend, a lot of debris have been left across many parts of Accra. Watch some of the destructions below:

Featured

Kweku Zurek

May – 20 – 2025 , 18:07

2 minutes read

Tullow Ghana to restart drilling in Ghana

Tullow Ghana and its partners have announced the restart of drilling operations in the Jubilee Field, following the completion of their previous campaign in December last year.

According to the company, this marks the beginning of a renewed phase of investment and confidence in Ghana’s energy future.

The new two-year program, set to begin in May 2025, is expected to boost oil production and enhance operational efficiency at one of West Africa’s strategic oil fields.

This follows Tullow’s earlier four-year drilling program, which concluded in December 2024. That campaign successfully delivered 18 new wells, six months ahead of schedule and under budget.

Managing Director of Tullow Ghana, Jean-Médard Madama, stated, “This is an exciting moment for us. The restart of drilling reflects another milestone in our journey in Ghana and demonstrates our confidence in the country’s resource base. Even as the field matures, we remain confident in its ability to deliver value for our shareholders, partners, and the people of Ghana.”

The upcoming campaign will be rolled out in phases, beginning in May 2025, with further activity scheduled for November and continuing into 2026.

Tullow’s previous drilling campaign was recognized for its efficiency, strong safety record, and disciplined cost management. The company has expressed its commitment to achieving even higher standards in drilling management throughout the new project.

Ahead of the restart, Tullow recently completed a 16-day maintenance exercise at the Jubilee Field to upgrade operations and reduce risks.

“Despite entering a mature phase, the Jubilee Field remains a critical source of production and a revenue base for key stakeholders in the sector. This new campaign will seek to unlock further value,” according to a report by myjoyonline.com.

SSD/MA

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A GNA feature by Laudia Sawer 

Tema, May 20, GNA- The airwaves of televisions and radio stations in the first quarter of 2025 witnessed news of road crashes claiming lives, injuring many and destroying property. 

The sight is becoming a norm instead of abnormalities, with the screeching of tyres, metals twisted in wreckage, windscreens shattered, and the pain injured persons go through, while the bodies of the dead who would never return to their loved ones are being carried away to mortuaries, continue to be witnessed on Ghana’s highways. 

Ghana’s roads, especially the highways, are gradually turning into a death traps, swallowing innocent passengers whose crime are mere embarking on journeys for several reasons, including economic, cultural, schooling, recreational and many others. 

The carnage does not only affect those in vehicles or driving but also pedestrians who may be standing by or crossing a road in their neighbourhood on their way from school, an errand or even work. 

Road Crash Data 

A provisional road crash report from the National Road Safety Authority (NSRA) covering January to March 2025 revealed that a total of 3,674 road crash cases were reported in the first quarter of 2025, showing an increase of 269 over the 3,405 seen in 2024. 

Out of the total, 4,287 people were injured, showing a 12.14 per cent increase over the 3,823 recorded in 2024, while the reported crashes also led to a 23.48 per cent increase in deaths from 609 in the first quarter to 752 in the same period in 2025. 

The data also showed an increase of 77 in the number of pedestrian knockdowns, as 650 knockdowns occurred in the first three months of this year, compared to the 573 seen during the same period in 2024.  

A total of 178 pedestrians were killed, showing a 39.06 per cent increase over what occurred in 2024. 

The summary for the road traffic crash and casualty situation in Ghana also revealed that in April 2025, a total of 1,105 crashes were recorded, involving 1,903 vehicles, killing 259 people, injuring 1,304 people, with 181 pedestrian knockdowns. 

Out of the April statistics, 180 were fatal, 414 serious, and 511 minor, while that of the first quarter showed 792 fatal, 1,711 serious, and 2,276 minor. 

Age-wise, in the first quarter of 2025, 116 children aged below 18 years lost their lives in road crashes, while it also claimed the lives of 895 people aged 18 years and above, which forms 89 per cent of all fatalities.  

About 78 per cent (792) of the victims of road crashes in 2025 were males, while females formed 22 per cent (219). 

Causes of Road Crashes 

Road crash causes can be multifaceted, with human errors being identified by experts as a major cause in Ghana. 

Mr Tonny Dickson Afriford, the Executive Director of Global Road Safety Media Foundation and a road crash analyst, outlined human errors or behaviours on the road which cause accidents as poor driver judgement, speeding beyond the regulated limit, and the state of the vehicle, as well as road construction defects, lack of enforcement, and lack of understanding of the safety rules. 

Reckless driving and speeding remain the leading causes, with many drivers ignoring speed limits and overtaking dangerously. Drunk driving and fatigue, especially among commercial drivers, continue to also play a deadly role. 

Poor vehicle maintenance, including brake and tyre failures, often turns avoidable faults into fatal consequences, while disregard for traffic regulations, such as running red lights and failing to yield to pedestrians, further escalates the risk of crashes. 

Pedestrian negligence and jaywalking, particularly in urban areas where they cross at unauthorised places instead of using pedestrian crossings and overhead bridges, also contribute to fatalities. 

Inadequate road infrastructure, poor signage, and lack of proper street lighting make certain stretches of road inherently dangerous. The takeover of walkways by traders and vehicles also increases the risk of pedestrian knockdowns, as they are forced to walk on the roads. 

Effects of road crashes 

Road crashes lead to death, while some victims also end up with permanent injuries, turning them into disabled people due to amputations, spinal injuries, and head trauma, among other things. 

 Some survivors are also left with post-traumatic stress disorders and other emotional traumas, including depression and anxiety, as witnessing or surviving a crash can leave long-lasting psychological scars. 

Having such physical or psychological disorders as a result of a road crash could leave a survivor with a loss of livelihood, as injuries can render victims unable to work, plunging them into poverty, especially in a country where social support systems are limited.  

Survivors’ medical costs and rehabilitation costs can push families into financial crisis. 

In addition to the above effects, losing a loved one suddenly in a crash brings unbearable grief, especially when the person is a child, parent, or spouse, or the breadwinner. 

Many road crash victims are in their productive years; as shown by the statistics, losing young workers and professionals in crashes weakens the national workforce and increases the healthcare burden and insurance claims, among other things. 

Way Forward 

To reduce the carnage on the roads, there is the need to strengthen law enforcement by increasing the presence of Motor Transport and Traffic Directorate (MTTD) officers on the road to ensure drivers obey the road traffic laws and the penalties for speeding, drunk driving, reckless overtaking, and driving vehicles that are not roadworthy documents be compelled to face the full rigours of the law.   

Periodic training and sensitisation of drivers is also key to put the drivers up to date with the road traffic regulations. There is also the need for improvement in the country’s road infrastructure, with dangerous road segments regularly repaired and upgraded. 

Road markings, including pedestrian crossings, need to be well marked, in addition to the provision of street lights and proper road signage being well marked, while more footbridges and pedestrian walkways are provided to prevent jaywalking in high-risk areas. 

There is also the need for intensified public awareness campaigns on radio safety in the media, schools, churches, markets, lorry parks, and among identifiable groupings. 

To protect pedestrians, metropolitan, municipal and district assemblies (MMDA) must clear illegal street traders from walkways and enforce urban by-laws while ensuring that urban roads are constructed with separate pedestrian and vehicle lanes where possible. 

Road crash survivors and their families must also be given some psychological and medical support. 

Conclusion: 

The statistics from the first quarter of 2025 paint a grim reality: Ghana’s roads, once seen as gateways to opportunity, have become corridors of tragedy. 

 From children walking home from school to breadwinners travelling for work, no one is truly safe on our highways.  

This crisis are not just a transport issue; it is a national emergency that affects public health, economic productivity, family stability, and the very fabric of our society. 

To reverse this deadly trend, a coordinated and urgent response is needed. It requires not just stricter laws but a change in attitudes, improved infrastructure, and a commitment to valuing every Ghanaian life. 

 If Ghana is to break away from this cycle of loss, the time for action is now; all must contribute their quota to make our roads safe. 

GNA 

Edited by George-Ramsey Benamba  

President John Dramani Mahama, has opened the 3rd Ghana-EU Business Forum urging donors, investors, and industry leaders to harness the untapped potential of key value chains to drive sustainable and inclusive economic growth.

Organized by the European Union and the Government of Ghana under the theme “Fostering Investment in high growth potential Value Chains under the EU Global Gateway Strategy,” the Forum reaffirmed the shared commitment to diversifying trade and investment beyond traditional sectors. The event aligns with the EU’s Global Gateway Strategy, which prioritizes green, digital, and inclusive development partnerships worldwide.

In his keynote address, President Mahama emphasized Ghana’s readiness to pivot toward innovative sectors:

“Ghana is ripe for innovation. When we prioritize investments in non-traditional sectors, we harness the talent of our youth, create jobs, and build resilience against global economic shocks. The EU’s Global Gateway Strategy aligns perfectly with our national vision under the ‘BIG PUSH,’ ensuring growth that benefits all Ghanaians.”

EU Deputy Director-General for International Partnerships, Ms. Myriam Ferran, underscored the urgency of collaboration in critical sectors:

“This year’s theme resonates profoundly in our global context. We will focus on agribusiness, pharmaceutical/health, and energy—three sectors central to societal well-being. By strengthening these value chains, we enhance strategic autonomy while fostering connections between Ghana and Europe.”

During the event, the European Union unveiled transformative initiatives to bolster Ghana’s economy:

1. BETTER FARMING in Northern Ghana to boost the transition towards a sustainable and climate-resilient agriculture. With €19.5 million (co-funded by France and implemented by AFD), the initiative focuses on shea, soya, vegetables, and beekeeping value chains in the Northern, Upper West, Upper East, Savannah, and North East regions.

2. Green, Digital, and Inclusive Private Sector Development to foster a greener, digitalized, and inclusive private sector (including creative industries, healthcare, and pharmaceuticals). With €17.3M (co-funded by the Netherlands and France) and co-implemented by RVO, Expertise France, UNCDF, the project has a focus on Northern Ghana (Tamale).

3. Team Europe Initiative – Investing in Young Businesses in Africa (IYBA) to support early-stage businesses and young entrepreneurs, particularly women, with financial and

technical resources. The project covers 9 African countries with €4 billion for Sub-Saharan Africa, including Ghana.

4. AgriFI – Ghana Country Window to strengthen agribusiness value chains, establish six fulfilment centres (aggregation, quality control, logistics) and expand digital platforms with €2.23 million loan via EU and EDFI Management Company for Complete Farmer (agritech firm).

DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.

DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.

Founder and Leader of Movement for Change, Alan Kyerematen

The Founder and Leader of the Movement for Change, Alan Kyerematen, has expressed concern over the recurrent floods in the country, urging politicians to move beyond empty promises and inaction, and deliver real solutions to combat the menace.

In a statement issued on his X page on May 20, 2025, Kyerematen described the recent floods in Accra as a painful reminder of the neglect many communities endure year after year.

“Ghana is tired of ‘No Action, Talk Only’ (NATO). In these difficult moments, I extend my deepest condolences to families who have lost loved ones and my heartfelt support to all affected by the devastating floods across our nation,” he said.

Kyerematen called on the government to confront the recurring floods with urgency, strategic planning, and compassion.

“Let us rise not with sympathy, but with solutions. Together, we can transform Ghana into a nation where no child is drowned by negligence, no family is left homeless by inaction, and no Ghanaian is forgotten,” he added.

At least three people lost their lives following torrential rains that triggered severe flooding across parts of Accra on Sunday, May 18, 2025, displacing many households.

Read the full statement below

JKB/MA

After the heavy rains over the weekend, a lot of debris have been left across many parts of Accra. Watch some of the destructions below:

Yvonne Nana Afriyie Opare, Managing Director of GACL

The Ghana Airports Company Limited (GACL) has launched its Internal Audit Awareness Week in line with the global observance of International Internal Audit Awareness Month, held every May.

Themed “Resilient Organisations: The Role of Internal Auditors,” the initiative aims to spotlight the critical role of internal auditors in strengthening corporate governance, performance, and risk management.

At the launch event, Managing Director of GACL, Yvonne Nana Afriyie Opare, commended the Internal Audit Department for taking the initiative to raise awareness of the profession’s value.

“The Internal Audit team continues to make a significant impact within GACL by enhancing operational efficiency and effectiveness,” she said.

“This observance presents a timely opportunity to collaborate more proactively with stakeholders to identify and manage emerging risks.”

Chairman of the Audit Committee, Nana Gyamfi, also addressed the gathering, stressing the need to change public perception of the audit function.

“It’s important to demystify the role of Internal Audit. It’s not about witch-hunting, it’s a vital function that drives organisational growth and enhances performance,” he emphasised.

He praised the department for consistently producing credible reports that guide informed decision-making, and urged GACL management to continue investing in capacity-building.

“Management must provide continuous training and the technological tools necessary to ensure the department maintains its effectiveness,” he added.

Kwaku Owusu Odame, Director of Internal Audit, Compliance, and Risk Management, opened the ceremony with a call for innovation and adaptation.

Quoting management expert Peter Drucker, he said, “Innovate or die.”

He continued, “Internal Audit must evolve with the times to support management in achieving corporate objectives and delivering measurable value.”

Odame acknowledged the persistent gap between stakeholder expectations and the actual mandate of Internal Audit, describing it as a challenge the month-long programme aims to address.

“This awareness campaign offers a valuable opportunity to correct misconceptions and deepen the business community’s understanding of the role Internal Audit plays in ensuring organizational resilience,” he noted.

GACL was recently named the Best State-Owned Enterprise for Enterprise Risk Management Compliance for 2023, an achievement attributed in part to the strength and credibility of its Internal Audit function.

The Internal Audit Awareness Week will feature a series of activities designed to educate staff, stakeholders, and the public on the department’s role in enhancing transparency, accountability, and organisational success.

The recent appreciation of the Ghana Cedi has reignited public debate about pricing practices among businesses operating in Ghana. Consumers, observing the strengthening of the local currency and reductions in fuel prices, are increasingly calling for corresponding price cuts across goods and services. This expectation, while fair from the consumer’s perspective, introduces a complicated dilemma for businesses, many of which are still recovering from the economic shocks of the Cedi’s previous depreciation, inflationary pressures, and supply chain disruptions.

This article argues that marketing offers strategic tools that businesses in Ghana can deploy to manage the complexities of pricing in this new economic climate. Rather than relying solely on financial or operational rationales for price decisions, firms can turn to marketing for insights into value perception, customer engagement, and brand positioning to guide more sustainable and strategic responses.

The Strategic Role of Price in Marketing

Price is not merely a reflection of cost but a core element of a firm’s value proposition and brand strategy. In marketing theory, price serves as a signal of quality, positioning, and brand equity. Products positioned as premium offerings may not benefit from price reductions, as this could dilute brand value or alter consumer perceptions. Conversely, mass-market products may be more sensitive to pricing changes and require different strategies.

Businesses must, therefore, engage their marketing departments when setting or revising prices. Marketing professionals possess the expertise to assess consumer expectations, analyze competitive positioning, and design pricing strategies that align with brand objectives. In the current economic context, this collaboration becomes even more critical.

Value-Based Alternatives to Price Reductions

While consumers are justified in expecting relief from high prices during currency appreciation, immediate price reductions may not be feasible for all businesses. Many firms still face elevated costs from earlier inflation, imported raw material expenses, and accumulated debts incurred during periods of currency instability. Reducing prices too quickly could compromise profitability or disrupt long-term sustainability.

Marketing offers alternative strategies rooted in value delivery. Rather than cutting prices, firms can offer:

Product bundling Combining multiple products at a discounted collective price can create perceived value without altering unit prices.

Bonus quantities

“Buy one, get one free” or “extra 20%” promotions can help customers feel they are receiving more for their money.

Loyalty rewards Implementing or enhancing loyalty programs can deepen customer relationships and increase perceived brand value.

Promotional offers Time-limited discounts or promotional campaigns tied to currency strength can create goodwill and stimulate demand without permanent price changes.

These strategies align with the marketing principle that perceived value—not just price—drives consumer behavior.

The Importance of Communication and Stakeholder Engagement

Effective communication is essential in managing customer expectations during economic transitions. Many customers are aware of macroeconomic indicators such as exchange rates or fuel prices, but may not appreciate the full scope of a business’s cost structure. Operational costs—including rent, wages, taxes, import duties, and financing—may not decline in tandem with currency appreciation.

In this context, transparent communication becomes a strategic asset. Businesses can use various channels—social media, public statements, customer newsletters, and in-store messaging—to explain their pricing rationale.

Marketing plays a key role here by crafting narratives that resonate with customers, educate them about economic realities, and maintain trust.

Stakeholder engagement should also include suppliers, distributors, and regulators. Coordinating with these actors can help businesses better manage cost pressures and explore collaborative solutions to enhance efficiency and affordability.

Long-Term Considerations

Building Brand Equity Through Fairness and Consistency

Pricing decisions made during currency appreciation periods can have long-term implications for brand equity. Customers remember how businesses respond in times of economic relief just as they do during crises. Brands that are perceived as fair, responsive, and transparent are more likely to retain customer loyalty and build reputational capital.

Moreover, consistency in strategic pricing—not reactive changes driven solely by short-term pressures—supports sustainable growth. Businesses that focus on long-term brand positioning, customer relationships, and value creation are better equipped to weather economic fluctuations.

Conclusion

The appreciation of the Ghana Cedi has brought renewed attention to the relationship between macroeconomic conditions and business pricing strategies. While consumer demands for price reductions are understandable, businesses must respond thoughtfully, balancing operational realities with customer expectations.

Marketing provides a strategic framework for addressing this challenge. By leveraging value-based pricing alternatives, engaging in transparent communication, and aligning pricing with brand positioning, firms can navigate these pressures without compromising long-term viability. In doing so, they not only protect their bottom line but also reinforce their commitment to customer satisfaction and market integrity.

Dr. Ibn Kailan Abdul-Hamid

Head of Marketing Department

University of Professional Studies, Accra

[email protected]

DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.

DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.

President John Dramani Mahama has directed the newly inaugurated National Development Planning Commission (NDPC), along with Parliament, to consolidate all development plans into one clear and inclusive national plan.

Speaking at the inauguration of the 37-member commission chaired by Nii Moi Thompson on Tuesday, May 19, the president said a majority of Ghanaians desire a long-term development agenda that will impact their lives and generations.

“Ghanaians increasingly demand a stable and predictable path for national development that transcends our electoral cycles and partisan politics. Ghana Beyond Aid Charter, Ghana@100 long-term development framework, and the Vision 2057 perspective framework, I urge the Commission to consolidate all these various efforts into a coherent, inclusive and forward-looking national development plan.

“This must be done in close collaboration and consultation with Parliament and the people’s representatives to ensure that the final plan reflects a broad national consensus. And it’s subject to regular review and responds to evolving domestic and global challenges,” he urged.

UTAG-UG demands Auditor-General’s resignation over “unethical” audit report

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File photo representing Ghana’s gold for oil programme

President John Dramani Mahama has acknowledged the impact of the nation’s boosted reserves on the recent stability of the cedi against the US Dollar.

The cedi traded at GH¢14.4 to a dollar at the beginning of the year but it has made a dramatic rebound in the month of May, trading at GH¢12.4 to a dollar this week.

Speaking at the opening of the Ghana–EU Business Forum in Accra, President John Mahama attributed the rebound to the gross international reserves which the previous Akufo-Addo government significantly bequeathed to the present administration.

At the end of 2024 before the President assumed office in January this year, Ghana’s reserves stood at $8.98 billion and the President attributed the gains to the overall improved reserves which now stands at $10.6 billion.

“Our gross international reserves have improved further from $8.98 billion in December 2024 to $10.6 billion by April 2025,” President Mahama said, adding that the continuous improvement of Ghana’s reserves is a good sign of growing investor confidence and external buffers.

Experts have also attributed Ghana’s improved reserves to the country’s timely gold purchasing programme introduced by former Vice President of Ghana, Dr Mahamudu Bawumia.

The policy allowed the Bank of Ghana to buy gold with cedis to improve Ghana’s gold reserves and use it to import oil products instead of depleting the country’s foreign exchange reserves.

This policy helped the bank to boost its reserves within a short time.

AME