The objectives of this research, were to investigate the characteristics and develop a profile of the game and hunting industries of KwaZulu-Natal, and to undertake a comparison between the game and hunting industries in KwaZulu-Natal and the Eastern Cape. The comparative part of this study was completed using results obtained from a study done in 2002 in the Eastern Cape (van Niekerk, 2002). The main farming activities in KwaZulu-Natal are large livestock production and sugar cane production. In recent years, private landowners in KwaZulu-Natal have undergone a transition from livestock production to game ranching due to the problems faced and the cost implications of the HIV epidemic, stock theft, difficulties faced with changes in the labour laws and the increasing number of land claims against farmers. Although the game and hunting industries are relatively young industries in KwaZulu-Natal they contribute significantly to the economy of the province. Not only is greater conservation of the biodiversity more effective in game ranching but it is also proving to yield great economic returns. The increase in game ranching in recent years is namely due to the monetary value placed on wildlife, the increased value in ecotourism and its value as an earner of foreign exchange, less dependency on unskilled labour than that of livestock farming and lower rates of animal loss through theft compared to that of livestock farming. In KwaZulu-Natal game numbers indicate that impala have the greatest population amongst the respondents, followed by nyala, blesbok, common reedbuck, kudu and blue wildebeest, whilst other game species occur in smaller numbers. Respondents in KwaZulu-Natal indicate that nyala is the largest economic earner for them followed by buffalo, whereas in the Eastern Cape (2002), kudu and springbok provide the greatest income for the province. In KwaZulu-Natal income generated from hunting is second to that of live game sales compared to the Eastern Cape (2002) where hunting is the most important form of game utilisation in terms of income generated. At the time of this study, respondents in KwaZulu-Natal reported an income of R 15 382 397 generated from live sales and R 13 561 459 from hunting. These respondents also indicated that the total value of game utilised annually was in excess of R 30 million. Although game utilisation is occurring on a sustainable basis, there is room for greater utilisation of some game species which, if undertaken correctly, can increase the revenue for the province significantly and also contribute positively to further sustainability of the game populations. KwaZulu-Natal’s competitive advantage is derived from the fact that there is an abundance of game on the ranches, quality trophy animals are available, the number of game species available for hunting and quality of service rendered to hunters by the professional hunters and ranch owners. This study has clearly shown that there is a need for further investigation into the game and hunting industries in KwaZulu-Natal.

Game ranch owners are spoilt by the high prices overseas hunters are prepared to pay, and tend to forget that in the long term it is the local market that may ensure the survival of the game industry. More effort should therefore be put into marketing hunting opportunities for the local hunter. This research focused on analysing the typical building blocks of marketing strategy applicable to service organizations. This was done to determine and evaluate the building blocks of marketing strategy applicable to game ranches in the Eastern Cape Province who are targeting local biltong hunters. A literature review was conducted to determine the ideal building blocks of marketing strategy for service organizations such as game ranches. Thereafter, a survey was conducted by means of a questionnaire to determine the ranchers' perceptions of marketing and evaluate their marketing strategies. Most of the respondents: had a fair idea of what marketing entails; were unaware of the thread that links customer expectations, satisfaction and loyalty; realized the importance of relationship marketing with external markets, but not with internal markets; perceived direct competition as their biggest threat, while other travel opportunities were seen as the most important substitute for hunting; mainly positioned themselves based on the features the ranch offered, and believed that the standard of service delivery and physical features of the ranch (the nature of the offering) were their important competitive advantages. The study proposes that the framework of building blocks of marketing strategy, designed by the researcher be used as a tool with which marketing strategies for game ranches in the Eastern Cape Province targeting local biltong hunters could be developed. Additional research on topics such as advertising and the various market opportunity strategies of diversification and product development, could lead to improvement and modification of this framework, making it an even more powerful tool in developing marketing strategies.

Thesis (MA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: This dissertation examines the identity of hunters, sportsmen and their associated communities in two diverse regions of southern Africa during the last two decades of the nineteenth and the first decade of the twentieth centuries. It argues that this was a critical period during which new patterns of hunting and local tradition were created. In the eastern Cape districts of Albany, Fort Beaufort and Bathurst kudu and buffalo were hunted pursuant to permits granted in terms of the Game Act, 1886. An analysis of the identity of those to whom these permits were granted or refused provides insights into power, connection and influence amongst the English-speaking colonial elite of the region who sought to control the right to hunt “royal game”. It also reveals their interaction with civil servants who exercised the power to grant or withhold the privilege. Kudu were transferred from public to private ownership, through a process of “privatization” and “commodification” on enclosed private land, and there preserved for sporting purposes by the local rural gentry. The survival – and even growth – in numbers of kudu in the region was achieved in these private spaces. Buffalo, on the other hand, were hunted into local extinction notwithstanding their protection as “royal game”. In the north-eastern Transvaal Lowveld wild animals in public ownership were hunted by a wide variety of hunters with competing interests. The identity of the “lost” Lowveld hunters, previously hidden from history, including an important but overlooked component of elite recreational hunters from the eastern Cape, is explored as a window into the history of hunting in the region prior to the establishment of game reserves. Both the identity and networks of these hunters and sportsmen are considered in the context of enduring concerns about race, class, gender and the exercise of power. / AFRIKAANSE OPSOMMING: Hierdie tesis ondersoek die identiteit van die jagters, sportmanne en die gepaardgaande gemeenskappe in twee verskillende streke van Suider-Afrika gedurende die laaste twee dekades van die negentiende en die eerste dekade van die twintigste eeu. Dit voer aan dat hierdie 'n kritieke tydperk was waartydens nuwe patrone van jag en plaaslike tradisie geskep is. In die Oos-Kaapse distrikte van Albany, Fort Beaufort en Bathurst is die jag op koedoes en buffels toegelaat op grond van permitte toegestaan in terme van die Wild Wet, 1886. Die ontleding van die identiteit van diegene aan wie hierdie permitte toegestaan of geweier was, bied insae oor die uitoefening van mag, verhoudings en invloed onder die Engelssprekende koloniale elite van die streek, wat probeer het om beheer uit te oefen oor die jag van die “koninklike wild”. Dit openbaar ook hul interaksie met staatsamptenare wat hulle magte gebruik het om permitte uit te ruik of te weerhou. Eienaarskap van koedoes was oorgedra vanaf openbare na privaat besit, deur 'n proses van "privatisering " en "kommodifikasie" op geslote private grond, met die verstandhouding dat dit vir sport – doeleindes deur die plaaslike landelike burger gebruik kon word. Die oorlewing – en selfs groei – in die getal koedoes in die streek is behaal in die private besit. Buffels, aan die ander kant, is tot plaaslike uitwissing gejag ondanks hul beskerming as "koninklike wild". In die Noord-Oos Transvaalse Laeveld is wilde diere in openbare besit gejag deur 'n wye verskeidenheid van jagters met mededingende belange. Die identiteit van die "verlore" Laeveld jagters, voorheen verborge in die geskiedenis, wat 'n belangrike maar oor die hoof verwaarloosde komponent van elite rekreasionele jagters van die Oos-Kaap insluit, word ondersoek as 'n venster op die geskiedenis van jag in die streek voor die totstandkoming van wildreservate. Beide die identiteit en netwerke van hierdie jagters en sportmanne word beskou in die konteks van blywende belangstelling met ras, klas, geslag en die uitoefening van mag.

In this study on product development and positioning in the hunting industry in the Eastern Cape, two conceptual frameworks were developed, based on a literature study. These positioning and product development concepts were tested against primary and secondary information gathered about the hunting industry. The game and hunting industries were in a strong growth phase at the time of this study. These industries are playing an increasingly important role in the economy of the Eastern Cape, and more and more agricultural land is utilised for game ranching. From the perspective of obtaining a competitive advantage in an increasingly competitive environment, it is therefore important for hunting providers to develop suitable products, and to position these products correctly. It is also important to investigate the characteristics of the game and hunting industries in the Eastern Cape and to get information about the characteristics of the market in which product development and positioning take place. Hunting is the most important form of game utilisation in the Eastern Cape, followed by cropping of game and live game sales. At the time of this study, the total value of the game utilised annually in the Eastern Cape was in excess of R168 million. Game utilisation seemed to be taking place on a sustainable basis, as the number of animals utilised annually was less than the annual production. Kudu and springbok provide the biggest total income, and, together with mountain reedbuck, are the most abundant species in the Eastern Cape. The main game-producing areas in the Eastern Cape coincide with the areas where extensive beef, sheep and goat farming are practised. The hunting products on offer from hunting providers, differ in certain ways. Aspects like price, type of hunting provided, game species available for hunting, terrain where hunting takes place, and various other aspects in connection with the hunt, differ from hunting provider to hunting provider. Characteristics of the hunting experience that hunters desire may be divided into core and variable elements. The core elements include: · the conditions pertaining to the hunt being spelt out clearly; · the maintenance of safety standards; · reasonable day fees; · the presence of game in sufficient numbers; and · other aspects generally desired by hunters. In the study it was found that the needs of hunters also differ regarding certain aspects of the hunting experience. These variable elements include price levels, type and availability of accommodation, and the role of the hunting provider. The core aspects that hunters desire are as a rule part of the product offering. From a product development perspective, the variable elements provide an opportunity to customise products to hunter needs. The inclusion or exclusion of variable elements from the product offering give rise to certain unique product features, and therefore provide the opportunity for product differentiation. After development, products are positioned firstly by selecting a market segment to focus on. Secondly, the needs of hunters in the target segment should be clearly identified, followed by the development of suitable products based on hunter needs, and taking into account the features of competitive offerings. Decisions should also be taken about the features to be included in the product offering to achieve product differentiation. After development of a suitable product, an image or brand should be chosen for the product, and this image should be effectively communicated to the market. A number of possible positioning options were identified for hunting providers. It was found that factors like the physical features of the ranch, available infrastructure, the market segment chosen, desires of the hunting providers, and the perception of the needs of hunters, eventually influence decisions about product development and positioning. The final decisions on positioning should take the core competencies of the hunting provider into account and should ensure that the hunting provider has the ability to fill the chosen position in the market.