The United Nations Development Programme (UNDP) in Ghana has announced a call for proposals for the delivery of services under the MSME Gateway to Growth Project. The initiative seeks to strengthen support systems for micro, small, and medium enterprises (MSMEs) across the country.
The assignment, spanning 95 working days over six months, aims to provide technical and strategic assistance that will enhance the growth and competitiveness of MSMEs. Interested service providers are invited to submit proposals through the UNDP Quantum Supplier Portal before the deadline of September 30, 2025, at 5:20 AM (New York time).
How to Apply
Suppliers must register on the UNDP Quantum Supplier Portal to access the tender.
Those without an account can create one using the Supplier Registration link provided on the UNDP procurement website.
Applicants with existing profiles are advised not to create duplicates but to use the “forgot password” feature if necessary.
All bids must be submitted directly through the portal. Requests for clarification should be sent using the messaging function within the system.
Key Details
Tender Reference Number: UNDP-GHA-00445
Country: Ghana
Deadline: September 30, 2025
Period of Assignment: 6 months (95 working days)
Contact Person: Charles Frimpong (charles.frimpong@undp.org)
The UNDP encourages all interested and qualified service providers to indicate their intention to bid by creating a draft response in the portal. This ensures they receive notifications of any updates or amendments to the tender requirements.
Further details and guidance documents are available on the UNDP Procurement Resources for Bidders page.
In today's dynamic and competitive business landscape, understanding your target market is crucial for any business's success, regardless of its size. For Micro, Small, and Medium Enterprises (MSMEs) in Ghana, this understanding takes on an even greater significance. As the backbone of the country's economy, MSMEs play a pivotal role in driving growth, generating employment, and fostering innovation. Defining and catering to the right target market can determine whether these enterprises thrive or struggle. In this article, we delve into the importance of identifying and comprehending the target market for MSMEs in Ghana.
1. Tailored Offerings and Effective Marketing
One of the primary benefits of defining your target market as an MSME in Ghana is the ability to tailor your offerings and marketing strategies to meet the specific needs and preferences of your potential customers. Ghana, like any other country, is diverse in terms of demographics, culture, and buying behaviors. What appeals to one group of consumers might not resonate with another. By identifying your target market, you can craft products or services that align with their interests, solve their problems, and provide value. This leads to more effective marketing campaigns, higher customer engagement, and ultimately increased sales.
2. Efficient Resource Allocation
Resources, especially for smaller businesses, are often limited. Defining your target market allows you to allocate these resources more efficiently. Rather than spreading your efforts thin across a broad audience, you can focus your time, energy, and budget on reaching the people who are most likely to become paying customers. This approach reduces wastage and enhances the return on investment (ROI) for your marketing endeavors. MSMEs in Ghana can benefit significantly from this focused resource allocation, enabling them to compete effectively against larger enterprises.
3. Building Stronger Relationships
Developing a deep understanding of your target market enables you to build stronger relationships with your customers. In Ghana, where personal relationships and trust hold significant importance, this aspect becomes particularly relevant. When you tailor your products, services, and interactions to cater to the needs of your target market, you demonstrate that you genuinely care about their well-being. This fosters a sense of loyalty and encourages repeat business. For MSMEs, building a loyal customer base can be a sustainable way to ensure steady revenue and growth.
4. Navigating Cultural Nuances
Ghana is a nation with rich cultural diversity, and different regions may have distinct preferences, traditions, and consumption patterns. For MSMEs operating within the country, recognizing and adapting to these cultural nuances can be the key to success. By identifying your target market, you can gain insights into the cultural factors that influence purchasing decisions. This knowledge empowers you to tailor your messaging, branding, and product offerings in a way that resonates with each specific audience.
5. Seizing Growth Opportunities
Defining your target market as an MSME in Ghana allows you to identify untapped growth opportunities within your chosen segment. By closely monitoring the needs and trends within your target market, you can adapt your offerings to address emerging demands or capitalize on gaps in the market. This agility is especially valuable for MSMEs, as it enables them to pivot their strategies swiftly and stay ahead of the competition.
Point to Consider
In the dynamic business environment of Ghana, where MSMEs play a critical role, understanding and defining your target market can be a game-changer. The benefits of tailored offerings, efficient resource allocation, stronger customer relationships, cultural sensitivity, and growth opportunities underscore the significance of this practice. By delving deep into the characteristics, preferences, and behaviors of your target audience, you can position your MSME for long-term success in the Ghanaian market. Remember, a well-defined target market is not just a business strategy; it's a pathway to building a meaningful and lasting connection with your customers.
