M.Com. (Economics) / Please refer to full text to view abstract

M.Ing. / This research provides an assessment of export potential for a small South African Enterprise. An investigation will be conducted on export as a viable option for improving the small South African manufacturing enterprise's future outlook. Through the years following Apartheid, the manufacturing sector has diminished from once a protected self sufficient industry to an industry open to foreign competition due to the effects of globalization. The advent of reduced skilled workforce as a result of "brain drain" and lack of investment in education has also not helped any local enterprise in achieving growth easily, therefore the need to look at other growth mechanisms including export. Included is a brief overview of the export process procedure; the current and future social economic position of the country, and how the South African government's current policies aim to improve the local Small Medium Enterprises (SME) competitiveness. The export marketing plan, plus the necessary tools and plans for a business to initialize its first steps into export is also investigated and in the last chapters, a case study using a local business will be conducted using and adapting the export function for its own benefit.

M.A. (Marketing Communication) / In this study it is argued that the consumer has evolved and grown into a force that is no longer passive, taking the actions of its brands for granted. They ask questions, challenge and are inherently active, a state of being that is accelerated, facilitated and aided by the Internet and social media. This active stakeholder concept is operationally defined as the pressure exerted by informed consumers to hold brands and organisations responsible and accountable for the well-being of society and the environment, beyond the maximisation of profit, and to expect such entities to be responsive to and in dialogue with consumers as stakeholders of brands and organisations. It is questioned, at the same time, to what extent South African brand leaders have stayed current and informed with regard to this new breed of active consumer stakeholder, and whether Corporate Social Responsibility practices are not often used as a smokescreen to ‘greenwash’ actions. The study aimed to address the research problem by linking the key concepts of corporate social responsibility, stakeholder theory, normative stakeholder theory, corporate social responsiveness, stakeholder activism, stakeholder communication and accountability in an attempt to ascertain to what extent the active consumer stakeholder concept has taken root in strategic communication activities of 50 brand leaders in the country, and to develop a measuring instrument for brands to evaluate to what extent they are attuned to the active consumer stakeholder concept. The research methodology made use of reliability tests and cluster analyses, themes were established based on an extensive literature review. Ultimately, the tool was comprised of a series of Likert-type questions, a ranking question and three open-ended questions which added depth to the other elements of the tool. The findings indicate a lack of congruence, within the sphere of South African brand leaders, with regards to the notion of the active consumer stakeholder. However, they also suggest an assimilation, and move to congruence, through a connection between the nuances that exist at both ends of the stakeholder continuum i.e. shareholder theory and stakeholder theory. Doing good will ultimately be equated with making money.

Launching a new product requires a creative and analytical approach that will embrace the needs of a variety of customers. Therefore the key to success, during the launch stage of a new product, lies in finding those customer segments which are most disposed to become early adopters. Once the new product has been launched and is widely accepted, the more conservative customers will be easier to sell to. This study proposes the launch strategy of an aerosol spray paint which is designed for the use in a DIY market of the automotive refinish segment. The study take a form of an assessment survey involving a literature review and a survey of managers and sales representatives of selected automotive dealerships and body repair shops. The literature review identified best practices that should be followed to launch a new product: starting with assessing the market potential of the new product, followed by a series of activities including pre-launch and then a full launch. The strategic marketing approach required to launch a new product is also described throughout the process. The empirical survey and research methodology employed in the study is described. This is followed by the survey questionnaire used for gathering the data needed for analysis. The research findings of the empirical survey are then analyzed and reported on. Various recommendations flowing from the results of the empirical study are presented in the final chapter.

The effect of advertising efforts on sales is of significant interest for global brands. Recent developments in emerging markets such as South Africa have brought the concept of consumer purchase behaviour in generating sales, under review. New media schedules are required to transition emerging market consumers to purchase products/services through effective marketing media platforms and through consumer brand equity whilst including price sensitivities into the media-mix. This study adds to the current literature by investigating which variables have the most significant influence in promoting and generating sales in emerging markets through the use of various advertising efforts. The primary focus was to establish an optimal marketing media schedule from which advertisers are able to choose a particular marketing media schedule to maximise their respective firms’ sales. This study investigated marketing media platforms, brand perceptions and price sensitivities. These included the influence of internet, television, radio, press and outdoor media platforms, price sensitivities and consumer brand equity in promoting sales within emerging markets. Data to support the relevant influences was gathered through secondary data from Nielsen Holdings N.V. (an American global information and measurement company) and the South African Research Audience Foundation (SAARF). Six washing detergent brands were selected for the study, where a complete data set could be sourced. The most influential variables in determining sales generation was consumer brand equity followed by price sensitivity. This allowed the derivation of a model extension from models identified in previous literature with the derived model including such influential variables by which brands could determine the most favourable marketing mix schedule and thereby allocate budgetary resources where necessary. / Dissertation (MBA) -- University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Submitted in fulfilment of the requirements of the Degree of Doctor of Technology: Marketing, Durban University of Technology, 2010. / Many researchers undertook research about small, medium and micro enterprise in South Africa. Although there are numerous articles and a lot of previous research surveys about SMMEs in South Africa, USA, UK, Taiwan, China, Australia and many other countries, no research has been done in South Africa with regard to the use of marketing strategies by SMMEs in rural areas with specific reference to KwaZulu-Natal rural areas. Therefore, the assumptions and the confusion that surrounds rural owners‘/managers‘ awareness, perceptions and the use of marketing strategies in their areas highlight the need and create interest for marketers to conduct more research on this particular area. There were number of other important reasons such as the failure rate of SMMEs, high rate of unemployment and the large numbers of people moving from South African rural to urban areas due to unemployment and poverty. The study was conducted within the rural areas of KwaZulu-Natal province, using both quantitative and qualitative research methods. The sample for the study consisted of 374 respondents of owners/managers of SMMEs. The respondents were selected using quota sampling. Respondents were required to complete a 10 page questionnaire with an interviewer present to assist. The overall aim of the study was to investigate and describe the use of marketing by SMMEs, in order to identify factors influencing the possible insufficient use of marketing, so as to improve rural SMME marketing, and thus reduce SMME failure. The results of the research revealed that there was a lack of marketing knowledge and expertise and limited use of marketing strategies by the owners/managers of the rural SMMEs. There were also some external and internal factors contributing to the use of marketing strategies by the rural SMMEs. This means that marketers in South Africa cannot simply apply the marketing strategies and marketing theories in this situation. It is also important for marketers to conduct more specific research studies to determine the suitable marketing strategies for the rural businesses, as the rural situation is different from the urban situation. / Durban University of Technology.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing 2016 / Since 1994, the number of South Africans who have the ability to hire domestic help has increased due to the economic inclusion of the African majority. This research has been conducted amongst South Africa’s middle to upper class (also referred to as LSM 7-10 or LSM A). A sizeable number of them have a monthly household income of R50 000 and above and another significant number is made up of business owners. The aim of the study is to assess the extent to which domestic workers’ perceived brand quality of homecare products influence the brand loyalty of the same as far as their employers are concerned. The data collection of this study was exclusively conducted online for the simple reason that the target population of the study is made up of office bound and busy people. A large majority of the respondents in fact spend 4-5 hours in their homes per day during the week. Therefore expecting them to fill in a questionnaire and submit to the researcher would have been a challenge. The research’s point of departure was based on the assumption that employers of domestic workers are not the end users of the products under discussion as their lifestyle did not permit this. However, the fact that the employers are the eventual buyers of the products presented the researcher with a point of curiosity. The key finding of the research was that there was a very strong link between Employer Brand Association and Employer Brand Loyalty. However, there was a weak influence of Employer Brand Awareness on Employer Brand Loyalty. These findings therefore ultimately suggest that domestic worker Brand Quality perceptions, will influence the Brand Equity of homecare products in South Africa. Overall, the Domestic Worker Perceived Brand Quality of homecare products had a positive influence on Employer Brand Awareness and Employer Brand Associations / GR2018

Tourism, as an industry, has a great impact on society and the environment. It adds to economic growth; and therefore, many governments try to enhance tourism because they realise the potential economic returns. Within each country, there are towns or cities that have great tourism potential. In South Africa, Knysna is a good example of a small town with great tourism potential. This study examines the critical success factors of tourism destination marketing for the town of Knysna. Most South Africans see Knysna as an ideal holiday destination, as it has the infrastructure and offerings to make tourists' holidays unforgettable. However, unfortunately, in recent times bad publicity has caused Knysna's image to be damaged. To improve the town's image and to add to its economic growth, tourism bodies and the community have had to work together to ensure that Knysna sustains its position in the national and international tourism markets. The best way to achieve this is through effective destination management and destination marketing. The aim of this study is to determine how effective destination management and destination marketing can lead to competitive growth and to enhancing a destination's position in the tourism industry, and also to providing a set of practical guidelines for the successful implementation of the destination marketing of the town of Knysna. A literature study was conducted to find out what the theory reveals about destination management and marketing. This was followed by an empirical survey; and this survey was conducted in Knysna in the Western Cape. The results of the survey were compared with the literature and tourism operators and managers can now use these as a point of departure to fill any gaps, thus leading to the optimal positioning of Knysna on the international tourism map.

This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.

Dissertation submitted in fulfillment of the requirement for PhD: Management Sciences, Department of Marketing and Retail, Durban University of Technology, Durban, South Africa, 2016. / In South Africa, non-profit organisations were seen as vocal and active players in the struggle against apartheid. During the country’s transition period, non-profit organisations played a central role in mitigating the effects of apartheid’s unequal development and in mobilising opposition to the apartheid state. With the focus moving towards service delivery, non-profit organisations have continued to play a major role in filling gaps and advocating on behalf of those living in poverty. Non-profit organisations do not operate to advance their own interests, instead, they use society’s resources and goodwill to meet society’s needs. In the poor economic environment, stakeholders are unfortunately looking to cut back and save resources. It therefore becomes more critical for non-profit organisations to adopt relevant strategies to reach more stakeholders and to keep them involved and motivated. One such strategy that can be adopted is marketing, in particular relationship marketing. This study therefore sets out to investigate the role of relationship marketing within non-profit organisations in KwaZulu-Natal. A thorough overview of the literature was undertaken, mainly to investigate the nature of the non-profit sector in general as well as in South Africa, its marketing and the impact of relationship marketing. A mixed methodology was employed for this study. A census study using questionnaires was used to collect quantitative data whilst qualitative data was collected using a face-to-face, semi-structured interview schedule. The findings revealed that funding has become the main constraint faced by the non-profit sector. Many non-profit organisations have employed marketing tactics to assist them in promotion and fundraising. Relationship marketing was identified as a concept which can assist the non-profit organisations in building and maintaining relationships with their stakeholders. Respondents further positioned communication as the central point for relationship building. The results of the data analysis led to the creation of a framework which outlines the role of relationship marketing at non-profit organisations. This study has clearly indicated that relationship marketing forms a powerful strategy that non-profit organisations should apply to manage long-term relationships with their key stakeholders. / D