Developing The Role Of Marketing In Aluworks Ghana Limited Business Essay

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Evaluating ALUWORKS' current marketing department and identifying improvements needed to develop the role of marketing at ALUWORKS.

Developing the role of marketing within ALUWORKS through the evaluation of changes needed in the management and leadership styles of the marketing department.

An internal marketing plan for ALUWORKS to achieve a more motivated and satisfied, customer-oriented staff.

A team development and talent management plan to ensure cohesiveness and high performance of the marketing department.

Monitoring and control measures to aid evaluation of performance of the marketing operations of ALUWORKS and related budget.


Instead of vertical communication lines which exist in the department, they should include a diagonal communication line to improve the flow of information in the department.

Information flow between the department and other departments in the organization should not be on the management level but also on the operational level to aid bias information.

Sub-departmental tasks and duties should clearly spelled out to employees so as to avoid confusion conflicts in work outline.


Looking at the current trend of the marketing department, where their reporting chain or communication line is much more of a vertical structure, both the management and leadership style used is more of an authoritatrian management and leadership style. That is, most of the decisions are made at the management level and passed down to subordinates as work for them to do. This has therefore prevented quality delivery at the department.

Authoritarian Management Style

One of the common types of management styles is the authoritarian management style, in which a manager at the top governs and decides all the management policies. In this style of management, the manager expects the employees to perform tasks as they have been outlined by the boss and senior managers. In this style of management, the employees know what to do, how to do and when to do.

Authoritarian Leadership Style

An autocratic leader is the one who believes in taking all the important decisions himself. It is the leader who decides how the work has to be done and by whom. Once the decision has been made, there is no scope of any change. The subordinates simply carry on with the works assigned to them.


What is leadership, and what is the difference between leadership and management?

In a nutshell, the difference between leadership and management is:

Leadership is setting a new direction or vision for a group that they follow, ie: a leader is the spearhead for that new direction

Management controls or directs people/resources in a group according to principles or values that have already been established.

The difference between leadership and management can be illustrated by considering what happens when you have one without the other.

Leadership without management

...sets a direction or vision that others follow, without considering too much how the new direction is going to be achieved. Other people then have to work hard in the trail that is left behind, picking up the pieces and making it work. Eg: in Lord of the Rings, at the council of Elrond, Frodo Baggins rescues the council from conflict by taking responsibility for the quest of destroying the ring - but most of the management of the group comes from others.

Management without leadership

...controls resources to maintain the status quo or ensure things happen according to already-established plans. E.g. a referee manages a sports game, but does not usually provide "leadership" because there is no new change, no new direction - the referee is controlling resources to ensure that the laws of the game are followed and status quo is maintained.

Leadership combined with management

...does both - it both sets a new direction and manages the resources to achieve it. Eg: a newly elected president or prime minister.

Management vs. Leadership

A Function

A Relationship

• Planning

• Selecting talent

• Budgeting

• Motivating

• Evaluating

• Coaching

• Facilitating

• Building Trust


There are different types of management and leadership styles which, when implemented, will help in solving or improving the management and leadership in the department.

Below are different styles of management leadership style.


Authoritarian Management Style

One of the common types of management styles is the authoritarian management style, in which a manager at the top governs and decides all the management policies. In this style of management, the manager expects the employees to perform tasks as they have been outlined by the boss and senior managers. In this style of management, the employees know what to do, how to do and when to do.

Democratic Management Style

The managers who follow the democratic style of management focus on giving flexibility to the employees so that the team can together evolve as one unit. By involving the team members in taking decisions and delegating tasks, the managers give the employee a sense of ownership and so that every employee feels as one family. In this style, team building skills, social harmony and cooperation are aimed to achieve a target.

Paternalistic Management Style

Pater in Latin stands for 'father' and the paternalistic style of managers try to act as a father figure to the employees, thereby ensuring that all employees 'feel happy and bonded' while working in the company. Managers at the top will listen to the employee and at times ask for feedback and opinions while taking any decision. The social need of recognition of the employee is taken care of, in this style of management. This style matches with the theory of social needs by Maslow.


A leader is a person who motivates and guides his subordinates, so that they perform to the best of their ability, to achieve a given set of goals.

Authoritarian Leadership

An autocratic leader is the one who believes in taking all the important decisions himself. It is the leader who decides how the work has to be done and by whom. Once the decision has been made, there is no scope of any change. The subordinates simply carry on with the works assigned to them. They are not allowed to give any input regarding how they should do their work or conduct daily activities. Every detail is pre-decided by the leader himself. In case some changes in the work schedule have to be made, they are made by the leader without consulting any one else.

Participative Leadership

Participative leadership style involves the leader taking into consideration the opinions of some of his employees before arriving at the final decision. This leadership style earns the leader immense respect and loyalty among his subordinates, as they feel that their opinions matter too. This leadership style is useful for the leader as he gets to see a given situation from all directions, before deciding on the final course of action. This leadership style works really well in situations when the leader does not know everything and he relies on his subordinate's knowledge for taking decisions. The biggest advantage of this leadership and management style is, that it helps in ascertaining and identifying future leaders among the subordinates. Also, it keeps a team's spirit and morale high, as the team members feel that their opinions are valued by their leader.

Delegative Leadership

A delegative leadership style is very rarely followed in modern organizations today. This leadership style gives full freedom to the subordinates while decision making or doing the tasks at hand, in any given manner they find suitable. This leadership style is mostly followed when the leader places immense faith in each and every member of his team and if he is sure that the team members are capable enough to run things themselves. This style of leadership should however be used very wisely, because if the team members lack decision making or analyzing skills, it can back fire very badly.

Appendix one.


Aluworks Ghana Limited is an aluminum continuous casting and cold rolling mill located at the port city of Tema, Ghana. The company was incorporated as a private company limited by shares on the 24th day of February 1978, and granted a certificate to commence business on the 22nd March 1978.

ALUWORKS was converted to a public limited liability company at its 9th Annual General Meeting of Shareholders held on 28th May 1996. After an Initial Public Offer (IPO) in October 1996 at the price of GH¢0.135 per share, the company was Listed on the Ghana Stock Exchange on November 29, 1996.


The Mission of ALUWORKS Limited is to manufacture and sell high quality aluminum and other related aluminum products in an efficient and competitive manner in order to obtain the best return on capital employed.


ALUWORKS expects to continue its growth as the leading supplier of aluminium semis to industry in the West African sub-region, an efficient and competitive source of raw materials for the tertiary aluminium factories, and future leader in the manufacture of colour coated sheet and aluminium foil for West Africa and world markets.


Aluworks is a reliable supplier of good quality Aluminium Coils, Discs, Flat Sheets and Sheet-in-Coil as raw materials for many small and medium-scale factories manufacturing aluminium Household Cooking Utensils, Corrugated Roofing Sheets, and general fabrication throughout the West African sub-region.

Within West Africa, Aluworks can offer some technical advice and support for the establishment of a new factory for Household Utensil Manufacturing, assist during trial runs with sample materials, and then supply raw materials for full production.

The basic machinery required can be sourced from Ghana and Ghanaian technicians for initial training of personnel can be arranged.


In 2007 a restructuring exercise was carried out that reduced staff strength from 450 to 260 at a cost of GH¢1,811,000. In the light of this it is considered that staff numbers are near optimal.


Local competition in aluminium industry for Aluworks is minimal as there is no other rolling mill located in Ghana (1 rolling mill to serve 20 million people). At present, Valco and Aluworks are virtual local monopolies. There are, however some competing mills in Nigeria (3 rolling mills to serve 180 million people) and the Far East which do provide aluminium to Aluworks' customers at competitive prices, Aluworks' proximity to its customers and the quality of its products provide cost advantages over imported products.

Industry Structure

Aluminium has one of the most complex processing chains of all metals, with four major production steps leading from the raw material bauxite to raw aluminium sheets and profiles. The major steps in aluminium processing are

bauxite mining

refining of bauxite into alumina

smelting of alumina into raw aluminium ingots

processing or casting of aluminium ingots into sheets, coils, and profiles.

The processed aluminium is the input for aluminium goods ranging from packaging material, automotive parts and construction elements to household goods.

Principal Activities

The company's principal activities consist of the production and sale of semi-finished aluminium flat-rolled sheet products. The products under this broad categorization are; aluminium sheets-in-coil, slit coils (coloured, plain, mill-finished, stucco embossed, roller or tension-levelled), aluminium discs, flat sheets (coloured, plain, mill-finished, stucco embossed), and roll-formed or corrugated sheets, ridges and louver blades.

The corrugated sheets are sold to construction firms and individuals for roofing of buildings. The coils are sold to local and foreign corrugating firms and discs to hollowware producers. Locally the company has over 160 customers both medium and small scale. The company normally exports about 45% of its products mostly to the ECOWAS countries.

Market Position Niche and Image

The Company remains the sole aluminium processing company in the country and supplies flat plain and coloured aluminium products into the West African region. Aluworks currently has market share in Ghana of about 60%, the rest being imports from the Far East. The high quality of the Aluworks products The high quality of the Aluworks products being ISO 9001:2000 internationally rated, drives the continued high demand for its products especially in Nigeria.

Appendix two

Description of the Marketing department/function

The marketing department of Aluworks consists of the head, Marketing Director and sub-departments which are as follows;

Sales department

Communications department

Research department

The diagram below illustrates the departmental structure of the Marketing department















The marketing manager is the overall boss in the marketing department and represents the department at management meetings. The assistant manager is the one in charge of supervising the day to day activities of the department and reporting directly to the marketing manager. He also delegates duties to sub-departmental supervisors to carry on.

The sales department acts as the sales force of the company. They go about he day-to-day sales activities of selling products to customers, creating good relationship with prospective customers, delivery of products to customers and other related sales activities.this department includes:

Sales personnel

Delivery van drivers

Sales officers

The communications department sees to the communication flow from and to the organization. These include advertisement, public relations, complaint management, customer data base management and other vital information management for the company.

The research department deals with the aspect of researching into the needs and wants of customers. They also provide vivid solutions to marketing and customer service problems arising in the organization. And these results are based on research undertaken by the department.

All the sub-supervisors report to the assistant marketing manager on daily activities of each sub department.