Manual Brick Production: Profiling Akwansosem Bricks Company in Gomoa Akyereko in the Central Region of Ghana

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.