M.Com. (Marketing Management) / Market potential is a decision making aid for the strategic marketing orientated manager. Jewellers can use information on market potential for planning, decision making and the overall managing of their own business. It would then be possible to develop the South African jewellery industry, to be able to deliver unique and quality products to present and potential buyers (local and foreign). The unknown need for information on the market potential of the South African jewellery industry realised into this study. The aim of this study is to develop a market potential measuring model with which the market potential of the South African jewellery industry can be determined. The model developed is based on the chain ratio method. Various measuring variables were identified and included in the model. The uniqueness of the model is based on two variables namely the willingness of buyers to purchase the product and their buying behaviour based on changes in their income (income elasticity). The above mentioned factors have a definite influence on the buying behaviour of jewellery buyers and therefore also the market potential. The research is done by identifying homogene groups of buyers and determining their buying behaviour with postal questionnaires. Personal interviews were conducted with which the South African jeweller's opinion was included in the study. The research results showed that with the market potential of the South African jewellery industry it can bring about a large amount of buying opportunities. If jewellers analised the markets in which they operate with care, they will be able to accomplish an optimal level of need satisfaction. Buyers needs will be addressed and the potential of the jewellery industry maximalised.

A project report submitted to the faculty of Engineering, University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Master of Science in Engineering. Johannesburg, 1994. / South Africa is the largest primary producer of platinum-group metals (PGMs) in the world. It is estimated that only 2.1 per cent of the 153711 kg of total sales for 1993 was beneficiated locally. Potential value added foreign exchange earnings and employment opportunities. therefore. are being forfeited. This study identifies prospective areas of development in the major sectors of application of PGMs namely: autocatalysts; chemical and allied industries; electrical and electronics sectors; jewellery and coinage fabricators. The methodology of intensity of use (IOU) is first discussed. ThIs is followed by an analysts of South Africa's production and sales of PGMs. The body of the report is an empirical study of the IOU of platinum and palladium to establish a world outlook for these metals in their applications. Finally, the more lucrative of these applications are discussed in the light of South Africa's participiltion and competitiveness in the world market. The conclusions are firstly, that the established autocatalyst industry has the best prospect for growth and expansion. Secondly, the electrical application of platinum in fuel cells has potential depending on the level of government funding and support for a R&D programme. The third finding is that the electronics and jewellery industries have development potential on condition that resistance to market entry can be overcome by reduced public policy costs. Possible violation of GATT agreements may be avoided for these applications by world free trade co-operation.