The observation that similar firms faced with a similar situation and seemingly applying similar market strategies and achieving differing degrees of success sparked the study. The question that arose was whether the market strategies applied by these firms adhered to the principles of a sound market strategy put forward in the literature. The study found that the market strategy applied by the firms in question complied with the principles of market strategy, to varying degrees. The firms that adhered to these principles to a greater degree appeared to have been more successful than the others. It appeared that the latter firms neglected the principle "sustainable competitive advantage''. It was concluded that the adherence to the principles of a sound market strategy could lead to improved performance. / Business Management / D. Comm. (Business Management)

Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2014. / The establishment of choice set from which consumers identify their preferred product and/brand choices arouses some interest among researchers, specifically within the context of international marketing. This curiosity about the influence of a product’s place of origin (country-of-origin: COO) on the establishment of consumer choice sets chiefly emanates from the growth of international trade and globalisation. The gap within the knowledge base surrounding consumer behaviour with respect to the purchase of foreign and domestic brands, specifically within Africa created the potential for research. As part of the evolution of COO research, this study looks into the construct of consumer ethnocentrism (CE) and its relationship with product selection and consideration. The aim behind the study can be summed up in the following objectives: firstly, to identify the moderating effects of consumer demographic variables on ethnocentric tendencies; secondly, to determine consumer attitudes towards foreign convenience goods; and, thirdly to establish the association between consumer ethnocentrism (CE) and brand selection for a consideration set. A structural model was developed illustrating the relationships (assumed) between consideration and CE. This resulted in the developed of five hypotheses. A cross-sectional descriptive survey was conducted within Durban. A research instrument was developed combining ethnocentrism research and the concept of consideration. Within the study, an explanation of the research methodology utilised was provided. 500 questionnaires were distributed in order to obtain primary data for the purpose of the study. A presentation of the results obtained was provided. An analysis of the collected data was also provided using SPSS 21.0 with the aid of graphs and the appropriate inferential statistics. The research hypotheses were tested using an independent sample Kruskal-Wallis test and a Mann-Whitney U-test. A Spearman’s correlation test was used to test the relationship between consumer ethnocentrism and brand consideration. The chi-square test was used to test for the existence of variances within the responses provided by the respondents. The study revealed that only race had a significant relationship with consumer ethnocentrism while other demographic characteristics did not. Ethnocentric tendencies were strongest among Black South Africans. An association was also discovered between consumer ethnocentrism and the consideration of convenience products. The study, therefore, provides a better understanding into South African consumers’ selection of convenience products as influenced by consumer ethnocentrism. The theoretical and practical implications from the research findings have also been discussed within the report with the provision of suggestions regarding future research.

Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: OTB, a Division of Denel, is a multi purpose test range specialising in the in-flight testing of guided missile systems and aircraft. Originally established as a launch facility for an ambitious low earth orbit satellite programme, and with a secondary function to support the South African military industry, its raison d'etre stemmed from strategic military considerations. Changes in the political and economical scene, which started in the early nineties, led to the cancellation of the satellite programme and a dramatic downswing in the production of arms in South Africa. This rendered much of the capability of OTB redundant. Although the government signalled its desire to maintain access to the services of a test range in order to support an indigenous arms industry, OTB was structured as a division of Denel at its formation as a company operated for profit. This left OTB faced with the challenge to replace government grant funding with revenues earned in the market place. Furthermore, the drastically lower domestic military spending provided insufficient business to support a test range at the technological level required to serve the demands of modern weapons testing. In order to survive, OTB had to be successful in broadening its client base in a highly competitive commercial environment, a feat only possible with the implementation of an effective marketing strategy. The objective of this study is to formulate a marketing strategy for OTB based on a market orientated approach, bearing in mind that the task at hand is the marketing of a service. The study covers the relevant marketing theory in some depth and employs it as a basis to conduct a situational review followed by the development of an appropriate marketing mix and implementation plan. Even though the development of a marketing strategy for the test range produces some unique issues to address, the applicability and extent of coverage afforded by existing marketing theory suggest that OTB's circumstances show significant commonality with those encountered in other situations and therefore may find broader application. Some of the notable findings are: (1) the integrated marketing effort demanded by the market orientated approach; (2) the distinctive elements contained in the marketing mix of a service organisation; and (3) the possibility and need to retain a strategically founded market while developing a commercially driven market requiring particularly sharp market segmentation and distinctive strategies respectively. / AFRIKAANSE OPSOMMING: OTB, In Divisie van Denel, is 'n multi-aanwendbare toetsbaan wat spesialiseer in die in-vlug toetsing van geleide missiele en vliegtuie. Die toetsbaan is oorspronklik ontwikkel as 'n fasiliteit vir die lansering van lae aardbaan satelliete met, as sekondere funksie, die ondersteuning van die Suid-Afrikaanse militere industrie. Die aanvanklike bestaansreg van die fasiliteit was dus gesetel in militer-strategiese oorwegings. In die vroee neentigs het politieke en ekonomiese veranderinge wat aan die ontwikkel was gelei tot die kansellering van die satellietprogram en 'n drastiese afname in die produksie van krygstuig in Suid-Afrika. Die gevolg was 'n onaanvaarbare onderbenutting van die toetsbaanvermoens en -kapasiteit. Alhoewel die regering aangedui het dat dit van voornemens was om toegang tot 'n funksionerende toetsbaan te verseker ten einde die plaaslike militere industrie te ondersteun, is OTB met die stigting van Denel as 'n divisie daarvan gestruktureer met die doel om winsgewend te opereer. Dit het OTB gelaat met die uitdaging om 'n staatsbefondste begroting met 'n inkomste uit die kommersiele markte te vervang. Voorts het die dramatiese afname in die plaaslike militere spandering tot sodanige verlaging van inkomste uit hierdie bron gelei dat dit nie meer voldoende was om die toetsbaan op die verlangde tegnologiese vlak te onderhou nie. Ten einde te oorleef moes OTB sy klientebasis verbreed in 'n hoogs kompeterende kommersiele omgewing, 'n doelwit wat slegs haalbaar is met die implementering van 'n effektiewe bemarkingstrategie. Die doel van hierdie studie is die formulering van 'n bemarkingstrategie vir OTB gebaseer op 'n markgeorienteerde benadering met inagneming dat die taak voor hande die bemarking van 'n diens is. Die studie dek die relevante bemarkingsteorie tot 'n redelike mate en steun voorts daarop om 'n situasie analise, gevolg deur die ontwikkeling van 'n gepaste bemarkingsamesteliing (marketing mix) en implementeringsplan te ontwikkel. Selfs al lewer die ontwikkeling van 'n bemarkingsplan vir die toetsbaan sommige unieke aspekte op, dui die toepaslikheid van, en die mate waartoe die bestaande teorie die probleme aanspreek daarop dat OTB se omstandighede duidelike ooreenkomste toon met die wat reeds in ander situasies ondervind is. Die bevindinge hier mag dus wyer toepassing hê. Sommige van die noemenswaardige waarnemings is: (1) die geintegreerde bemarkingpoging wat deur die markgeorienteerde benadering vereis word; (2) die onderskeidende elemente wat in die bemarkingsamestelling (marketing mix) vir dienste voorkom; en (3) die moontlikheid en belangrikheid om 'n strategies gefundeerde mark te behou terwyl 'n kommersiele mark ontwikkel word met die skerp marksegmentering en spesifiek gerigte strategie wat per marksegment onderskeidelik nodig is.

Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: The findings of this study regarding company and export profiles correlated largely with the findings of the various studies detailed in the literature review. Given the close correlation with other studies on the same subject, it is the researcher's belief that this study will have a broad application among prospective exporting SMEs, both regionally and nationally. The main findings are set out below. The review of the profile of manufacturing SMEs in the Western Capes uncovered: • a preference for their local markets; • the fact that trade frequencies are relatively high; • that the number of countries entered, represented a relatively narrow focus; • that Europe enjoyed significant support from the respondents; • that SADC and the rest of Africa attract relatively low levels oftradc. Although indicated in the national studies, it was still disappointing to discover the relatively low levels of export propensity (as defined by export sales as a function of total sales) prevalent among exporting SMEs. This was reflected by the fact that: • Only a small percentage of medium-sized SMEs are making inroads in this area. • The growth estimates for expected annual export sales are disappointing and possibly even pointing to a declining trend. The surveyed SMEs indicated that their expansion into international markets is motivated primarily by: • the utilisation of excess capacity; and • the opportunity to grow sales. There also seems to be an opportunist approach to the export development process stemming from that fact that: • Almost 50 % of finns responded to unsolicited orders. • Exporting SMEs are drawn into the process passively, rather than through a proactive and conscious decision. The apparent lack of a clear export orientation among exporting SMEs in the Western Cape is of particular concern, as evidenced by the factors identified above. Exporting SMEs have identified the arena of marketing management and market access as key barriers in the process of internationalising their businesses. In addition, they identified a lack of knowledge within this field of study within their organisations, as well as marketing support, as being the areas where they would most like assistance from policy makers. The following were identified as major barriers: • access to, and knowledge of specific markets, • representation in the various markets, and • an effective marketing function. The following represented the area of least knowledge: • international marketing management, and • market entry channels. The following represented the most effective ways in which policy makers could assist: • constraint elimination (Policy making or otherwise). • marketing support. The fundings of the review regarding the use of support institutions revealed that: • Only 45 % of exporting 8MEs actually make use of these institutions. • 72 % of sample indicated that they only make use of these institutions every six months or at even less frequent intervals. Given the findings under this section, it is apparent that those organisations with a vested interest in export promotion, and government in particular, should take particular note of these fmdings. It seems that at present the various export promotion bodies (state or private) are failing to attract 8ME exporters to their products and services, and in so doing make a meaningful impact on export promotion. / AFRIKAANSE OPSOMMING: Die bevindings van hierdie studie ten opsigte van maatskappy- en uitvoerprofiele het grotendeels ooreengestem met dit wat gevind is in ander soortgelyke studies. Gegewe die nou-ooreenstemming met ander studies op dieselfde vakgebied, glo die navorser clat die studie by 'n groot aantal klein en medium (KMO's) uitvoerorganisasies aanklank sal vind, op beide streek en nasionale vlak. Die hoofbevindinge van die studie is soos volg: Die studie van vervaardigingsmaatskappye in die Wes Kaap het die volgende openbaar: • 'n voorkeur vir hul plaaslike markte; • die feit dat handelfrekwensies relatief hoog is; • dat die getal lande wat betree is, 'n relatiewe nou fokus verteenwoordig; • dat Europa noemenswaardige ondersteuning van die respondente geniet het; • dat SADC en die res van Afrika relatieflae vlakke van handel trek. AlhoeweI dit in nasionale studies aanduidend was, is dit steeds teleurstelend om die relatieve lae vlakke van heersende uitvoergeneigdheid onder uitvoer-KMO's te ontdek (soos gedefinieer deur uitvoerverkope as 'n funksie van totale verkope). Dit is weerspieel deur die feit dat: • Slegs 'n klein persentasie van medium-grote KMO's maak inslag in die area. • Die groei vooruitskattings vir verwagte jaarlikse uitvoerverkope was teleurstellend en wys moontlik na 'n dalende tendens. Die studie het getoon dat KMO's se motivering om die uitvoermark te betree deur onder andere die volgende gemotiveer word: • die gebruik van addisionele kapasiteit; en • die geleentheid om bruto opbrengs te bevorder. Die KMO's wat ondersoek is het aangedui dat hulle u:itbreiding tot die intemasionale mark hoofsaaklik gemotiveer is deur: • die aanwending van oorskotkapasiteit; en • die geleentheid om verkope te verhoog. Daar blyk ook 'n opportunistiese benadering te wees rakende die uitvoerontwikkelingsproses, voortspruitend uit die feit dat: • Sowat 50 % van die firma's het reageer op ongevraagde plasings. • Uitvoerende KMO's word passiewelik tot die proses ingetrek, eerder dan deur 'n proaktiewe en bewustelike besluit. Die oenskynlike gebrek aan 'n duidelike uitvoer orientasie tussen uitvoerende KMO's in die Wes-Kaap is van besondere kommer, soos verduidelik met die bogemelde gei"dentifiseerde faktore. Uitvoerende KMO's het die arena van bemarkingsbestuur en marktoegang identifiseer as sleutel hindemisse in die proses van intemasionalisering van hulle besigbede. Bykomend hiertoe het hulle 'n tekort aan kennis identifiseer binne hierdie studieveld in hulle organisasies, sowel as bemarkingsondersteuning, as die areas waar hulle die meeste ondersteuning benodig van beleidsmakers. Die volgende is identifiseer as sleutel hindemisse: • toegang tot, en kennis van die spesifieke markte, • verteenwoordiging in die verskeie markte, en • 'n effektiewe bemarkingsfunksie. Die volgende verteenwoordig die areas met die minste kennis: • internasionale bemarkingsbestuur, en • markbetredingskanale. Die volgende verteenwoordig die mees effektiewe wyse waarbinne beleidsmakers kan ondersteun: • beperkingseliminasie (beleidsmakers of andersins). • bemarkingsbystand. Die bevindinge van die oorsig bertreffende die gebruik van ondersteuningsinstellings het aan die lig gebring dat: • Slegs 45 % van die uitvoerende KMO's maak werklik gebruik van hierdie instellings. • 72 % van steekproef dui daarop dat hulle net van hierdie instellings elke ses maande of op minder gereelde intervalle gebruik maak. Gegewe die bevindinge onder hierdie afdeling, is dit duidelik dat daardie organisasies met 'n gevestigde belang in uitvoerpromosie, en vernaarn die staat, besondere kennis moet neem van die bevindinge. Op hede blyk dit dat die verskeie uitvoerpromosie- liggame (staat of openbaar) faal om uitvoerende KMO's te trek tot hulle produkte en dienste, en sodoende 'n betekenisvolle impak te maak op uitvoerpromosie.

Thesis (MBA)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: Bruce Sherr, commodities research expert, asked the question: "What are the three things that drive global agriculture today?" "China, China, China", he quoted in answering his own question. China has 1,2 billion people with tremendous purchasing power and has maintained an economical growth rate of more than 8% over the past five years. All indications are that this growth rate will be sustained in the immediate future. This naturally makes China an export market worth considering. The South African citrus industry underwent material changes during 1997, which lead to the deregulation of a single marketing structure from the 1st of January 1998 that previously forced citrus producers to deliver all their citrus for export to Outspan, now Capespan. This caught the majority of citrus producers off-guard, as they suddenly had to decide among numerous agents/buyers who joined the industry as role players. A few of the smaller citrus producers even embarked on the direct marketing of their citrus to cut out the "middle man" in an attempt to save costs and negotiate higher prices, with mixed results. It is generally believed that better prices can be achieved by embarking on a direct marketing strategy, but is the process really that simple? This study will investigate the possible exportation of citrus to the People's Republic of China (PRC) by analysing the Chinese market as citrus exports to China has yielded acceptable returns in the past and is certainly an export market to consider. The analysis of the Chinese market will be followed by the broad design of an export marketing plan for citrus to the PRC using a medium sized citrus export company as an example. In conclusion and as a summary certain important issues impacting specifically on the export of South African citrus to the PRC will be addressed and the findings on the viability of implementing an export strategy for citrus to the PRC recommended. / AFRIKAANSE OPSOMMING: Bruce Sherr, 'n kenner op die gebied van navorsing van kommoditeite het eendag die vraag gevra: "Watter drie dinge dryf die wêreldlandbou deesdae?" "China, China, China" het hy self sy vraag geantwoord. China beskik oor 1,2 biljoen inwoners met 'n ongelooflike koopkrag en handhaaf 'n ekonomiese groeikoers van meer as 8% per jaar oor die laaste 5 jaar. Alle aanduidings is dat hierdie groeikoers volhou sal word vir die afsienbare toekoms. Hierdie feite maak van China 'n vanselfsprekende mark om te oorweeg vir die uitvoer van produkte. Die Suid-Afrikaanse sitrusbedryf het geweldige veranderings ondervind gedurende 1997, wat gelei het tot die afskaffing van 'n een-kanaalbemarkingstruktuur vir sitrus vanaf 1 Januarie 1998, wat voorheen sitrusprodusente verplig het om alle sitrus vir die uitvoermark aan Outspan, nou Capespan, te lewer. Hierdie wysiging het die meeste sitrusprodusente onkant gevang wat skielik 'n keuse moes maak tussen die menigte agente/kopers wat tot die Suid-Afrikaanse sitrusbedryf toegetree het. Sommige van die kleiner sitrusprodusente het selfs hul hand aan direkte bemarking gewaag in 'n poging om die "middelman" uit te skakel in 'n poging om koste te bespaar en hoër pryse te beding, met gemengde welslae. Daar word algemeen geglo dat hoër pryse behaal sal kan word deur 'n direkte bemarkingstrategie te volg, maar is die proses werklik so eenvoudig? Hierdie studie sal die moontlike uitvoer van sitrus na die Peoples Republic of China (PRC) ondersoek deur die Chinese mark te analiseer, aangesien sitrusuitvoere na China in die verlede 'n aanvaarbare opbrengs gelewer het, wat dit sekerlik 'n uitvoermark maak om te oorweeg. Die analise van die Chinese mark sal opgevolg word deur die breë ontwerp van 'n uitvoerbemarkingsplan vir sitrus na die PRC deur 'n mediumgrootte sitrusuitvoermaatskappy te neem as voorbeeld. Ter afsluiting en opsomming sal sekere belangrike aspekte wat 'n invloed kan uitoefen op die uitvoer van Suid-Afrikaanse sitrus na die PRC aangespreek word en sal daar 'n finale bevinding gemaak word oor die lewensvatbaarheid van die implimentering van 'n uitvoerbemarkingstrategie vir sitrus na die PRC.

Thesis (MPhil)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: The implementation of the Marketing of Agricultural Products Act of 1996 resulted in the deregulation of the South African fruit industry in October 1997. This led to independent decision-making regarding the marketing of export products by a host of deciduous fruit producers and exporters. No longer were the producers controlled by a monopoly. The deregulation challenged the inflexible single-channel fruit pooling marketing structure of the past and exposed domestic producers and exporters to the competitive global fruit market. By implication this translated into a need to become globally competitive in the interest of growing market share. The focus of this new marketing system is to give the producer the opportunity to export high quality fruit and earn an associated premium for his products, and to strengthen his brand and reputation through these efforts. The deregulation also provided the opportunity for independent fruit growers to influence the optimisation of the value chain, in the interest of lower costs and improved customer service. The market has since changed from supply (stock "push") to demand driven (stock "pull"). It is now imperative that the various producers and exporters provide an efficient supply chain in order to satisfy the end user demands. A consequence of this would be the increase in deciduous fruit quality as a determinant of decidU<;ms fruit demand. Market research was conducted to determine the impact that deregulation has had on South Africa's deciduous fruit industry and to establish the degree to which Portnet should transform to accommodate this changing and deregulated environment. In summary, deregulation has created many opportunities for South African fruit producers and exporters in the domestic and international markets. The only impediment is whether the new logistical structures will be able to reduce costs and improve profit margins, particularly now that economies of scale have been dissipated. Customer service may improve, but at what cost? / AFRIKAANSE OPSOMMING: Die implementering van die Bemarkingswet van Landbouprodukte in 1996 het gelei tot die deregulering van die Suid-Afrikaanse vrugtebedryf in Oktober 1997. Die gevolg hiervan was die onafhanklike besluitneming ten opsigte van die bemarking van uitvoerprodukte deur 'n groep sagtevrugteprodusente en -uitvoerders. Die produsente is nie langer deur 'n monopolie beheer nie. Die deregulering het die onbuigbare een-kanaal vrugtebemarkingstruktuur van die verlede opsy geskuif en binnelandse produsente en uitvoerders die geleentheid gebied om deel te word van die kompeterende intemasionale vrugtemark. Dit het by implikasie aanleiding gegee tot 'n behoefte om intemasionaal mededingend te wees in die belang van 'n groeiende markaandeel. Die fokus van hierdie nuwe bemarkingstelsel is om die produsent die geleentheid te gee om hoe kwaliteit vrugte uit te voer en die meegaande hoe premie vir sy produkte te verdien, asook om sy handelsmerk en reputasie sodoende te vestig. Die deregulasie het ook die onafhanklike vrugteprodusente die geleentheid gegee om seggenskap in die optimisering van die waardeketting te kry wat tot laer koste en verbeterde klientediens gelei het. Sedertdien het die mark verander vanaf 'n aanbodmark na 'n vraaggedrewe mark. Dit is nou uiters belangrik dat die verskillende produsente en uitvoerders 'n effektiewe voorsieningsnetwerk skep om in die eindverbruikers se behoeftes te voorsien. Die gevolg sou 'n toename in die gehalte van sagtevrugte wees, wat weer belangrike determinant van die sagtevrugte vraag is. Marknavorsing is gedoen om die impak van die deregulasie op die Suid-Afrikaanse sagtevrugtebedryfvas te stel. Wat ook vasgestel moes word, was die mate waartoe Portnet moet transformeer om in die veranderde en gedereguleerde omgewing te funksioneer. Om op te som, deregulering het verskeie geleenthede vir Suid-Afrika se vrugteprodusente en uitvoerders in die binnelandse en intemasionale markte geskep. Die enigste vraag is of die nuwe logistieke strukture wel koste sal verminder en winsmarges sal verhoog, veral noudat skaalvoordele nie meer van toepassing is nie. Klientediens sal verbeter, maar teen watter koste?

Thesis (MComm)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: In the financial service sector, specifically the banking sector, the competition for market share has become fierce. South Africas‟ Big Four banks (Absa, FNB, Standard Bank and Nedbank) are currently threatened by Capitec‟s simplified business strategy. Capitec is not just retaining customers, but also attracting new-to-bank customers and customers from other banks. Capitec‟s strategy has led to an increase in competitive rivalry among the banks. The Big Four banks are struggling to retaliate against Capitec‟s innovation, creating a situation where only the strongest will survive. The reason for this competition is Capitec‟s move to target the higher-income market, since they are changing the profile of their original customer base. On the other hand, Absa is counter-attacking by targeting Capitec‟s primary market that consists of lower-income groups. Both Capitec and Absa are initiating vertical service line extensions (VSLE). The difference between the two banks‟ strategies is the direction of the vertical extension, where Capitec is utilising an upward VSLE, and Absa is utilising a downward VSLE. Not enough attention has been given to service line extensions compared to extensions of tangible products. In this study the focus is on vertical line extensions within the service sector and more specifically the banking sector. The primary objective is to investigate the influence attitudes towards a vertical service line extension (VSLE) have on current customers‟ perceived brand image. Furthermore, the difference between customers‟ attitudes towards a bank pursuing an upward vertical service line extension and one pursuing a downward vertical service line extension, is investigated. The secondary objectives of the study are to assess whether or not (1) perceived quality influence customers‟ attitudes towards a VSLE; (2) perceived status fit influence customers‟ attitudes towards a VSLE; (3) customers‟ perceived fit between their self-image and the communication, influence attitudes towards a VSLE; (4) attitudes towards a VSLE influence brand image; (5) there is a difference between customers‟ brand image, perceived quality, perceived fit, and self-brand communication fit of a bank that introduced an upward extension and one that introduced a downward extension. In the case of an upward VSLE (Capitec), the results suggest that perceived quality was the only variable that significantly influenced attitudes towards the VLSE. On the other hand, in the case of a downward VSLE (Absa), perceived quality and communication fit significantly influenced attitudes towards a VSLE. Furthermore, attitudes towards the VSLE did significantly influence brand image in both an upward and downward extension. Perceived status fit was the only variable that did not significantly influence attitudes towards a VSLE in both an upward and a downward extension. It emerged that the attitudes of customers from a bank initiating an upward extension (Capitec) differ from customers from a bank initiating a downward extension (Absa). Capitec and Absa customers differ in their evaluation of perceived quality, status fit, communication fit and brand image. The greatest difference among the two customer groups were caused by communication fit and perceived brand image. In this study Capitec customers evaluated their bank more favourably than Absa customers did. This result can be attributed to the direction of the extension and customers feelings towards it. It was advised that managers should thoroughly investigate the benefits and risks in implementing an upward or downward VSLE, since this study concludes that in either case brand image will be influenced. / AFRIKAANSE OPSOMMING: In die Suid-Afrikaanse mark het die kompitiese tussen banke geweldig gestyg soos die banke meeding om mark aandeel. Die Groot Vier banke (Absa, FNB, Standard Bank en Nedbank) word tans uitgedaag deur Capitec se eenvoudige dienslewering strategieë. Capitec is besig om dienste te lewer aan hul huidige kliënte, asook die gedeelte in die mark wat nog nooit voorheen van bankdiense gebruik gemaak het nie. Verder, is Capitec besig om kliënte van ander banke af te rokkel. Die Groot Vier sukkel om mee te ding met Capitec se innovasie rondom algemene bankdienste. Dus, word daar nou 'n situasie in die finansiële sektor geskep waar net die sterkstes sal oorleef. Die rede vir hierdie mededinging in die mark is as gevolg van Capitec se beweging na 'n hoër-inkomste mark. Die oorspronklike kliënte-profiel van Capitec word nou op ʼn prominente wyse verander. Absa, daarteenoor is besig om Capitec teë te werk deurdat hul laer-inkomste markte infiltreer. In beide gevalle is Capitec en Absa besig om 'n "vertical service line extension (VSLE" te implementeer. Die verskil tussen die twee banke is die rigting van die VSLE, waar Capitec 'n opwaartse VSLE implementeer het en Absa 'n afwaardse VSLE implementeer het. In die huidige literatuur word daar nie genoeg aandag gegee aan "service line extension" in vergelyking met "product line extensions" nie. Dus, die fokus van hierdie studie is op VSLE in die bankdienste sektor. Die primêre doelwit is om te bepaal of huidige kliënte se houdings teenoor die VSLE 'n beduidende invloed het op die handelsmerk. Verder, is ondersoek ingestel om te bepaal of daar 'n verskil is tussen 'n bank se kliënte wat 'n opwaartse VSLE implementeer en een wat 'n afwaartse VSLE implementeer. Die sekondêre doelwitte was om vas te stel of (1) kliënte se gehalte persepsie 'n effek het op hul houding teenoor 'n VSLE; (2) status ooreenstemming 'n effek het op kliënte se houding teenoor 'n VSLE; (3) ooreenstemming tussen kliënte se self-persepsie en die bank se kommunikasie 'n effek het op hul houding teenoor die VSLE; (4) kliënte se houding teenoor die VSLE 'n effek het op die handelsmerk; (5) daar 'n verskil is tussen kliënte van 'n bank wat 'n opwaarse VSLE implementeer en een wat 'n afwaarste VSLE implementeer interme van, gehalte persepsie, status ooreenstemming en hul ooreenstemming tussen self-persepsie en kommunikasie. In die geval van 'n opwaartse VSLE (Capitec) is dit bevind dat net kliënte se gehalte persepsie 'n beduidende invloed het op hul houdings teenoor die VSLE. In die geval van 'n afwaartse VSLE (Absa) is daar bevind dat kliënte se gehalte persepsie en kommunikasie „n beduidene invloed het op hul houdings teenoor die VSLE. In beide 'n opwaarste en afwaarste VSLE het kliënte se houdings teenoor die VSLE „n beduidende effek op die handelsmerkbeeld gehad. Status ooreenstemming tussen die huidige kliëntebasis en die kliëntebasis wat bereik wil word deur die VSLE, het geen effek gehad op kliënte se houding teenoor die VSLE nie. Verder, was dit bevind dat kliënte wat betrokke is by 'n bank wat 'n opwaarste VSLE implementeer (Capitec) verskil van die kliënte wat betrokke is by 'n bank wat 'n afwaarste VSLE implementeer (Absa). Capitec en Absa kliënte verskil in hul evaluasie van die betrokke bank se gehalte persepsie, status ooreenstemming, kommunikasie en handelsmerk evaluasie. Die grootste verskil tussen die twee steekproewe is by kommunikasie evaluasie en handelsmerk evaluasie. Daar is onder andere bevind dat Capitec kliënte hul bank beter evalueer as Absa kliënte. Hierdie bevinding kan verduidelik word deur die rigting van die twee banke se VSLE. Die gevolgtrekking is dat handelsmerkbeeld, ongeag die rigitng van die VSLE, beïnvloed word deur huidige kliënte se houdings teenoor die VSLE. Dus, moet bestuurders al die voordele en nadele in verband met 'n VSLE opgeweeg voordat 'n VSLE strategie geïmplemteer word.

Thesis (MBA (Business Management))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: The global wine market has faced varying challenges in the first decade of the 21st century; over production brought a power shift in favour of buyers which resulted in a decline in profit margins per bottle sold. The main gainer in these uncertain times has been the consumer. As more regions enhance their wine making skills and embrace superior technology, the wine quality has improved and competition intensified. The growing consumers' wine knowledge has altered quality expectations, placing an added pressure on new brands entering the market. The United States of America (USA, but hereafter referred to as US) remains a growing wine market, with a population size of 303 million people and an appetite for luxury goods and services it continues to be a popular export destination for other wine regions. The latter trend persist despite a cost of entry into the US market being regarded high as a result of the country's three tier system, which allows for further three segments of the value chain from the producer to add their mark-ups on an exported bottle of wine before it reaches the end consumer. The pricing system has proven to be insufficient a deterrent, particularly to the New World wine producers. Australia has remained the most successful producer of the New World wines in the export market for the past three decades; the same cannot be said for South Africa wine industry. While market and strategic orientation, industry plan and interorganisational collaboration are identified as key factors in the Australian success, the partnership between government bodies and wine industry bodies are credited for their unified approach to the US market. The South African government have programmes aimed at promoting the county's export of goods and services. The adequacy of such programmes remains in doubt, particularly in the eminent challenges in the global wine market. The study investigates the extent and nature of a partnership between government bodies and the South African wine industry with regard to effective promotion of the country's wines in the US market. A qualitative methodology is employed to ensure credibility and accuracy of the primary data. Five participants are selected for a discussion, including an exporting wine producer, wine cellars association, wine export council and two government agencies. The Vision 2020 strategy by the South African wine industry is reviewed, with the main focus on the US market and the role of the exporting country's government given the changing international trade regime. The study concludes that the US remains a critical market for South African wine producers despite the high cost of entry, global wine surplus and economic recession, and that success for the country's wines is partly dependent on a unified approach by the industry, attainable though partnerships with government agencies. While acknowledging the continuing government support, it makes recommendations on how to strengthen existing partnerships with regard to the US export market for South African wines. The study lacks generaliseability; however since it is meant to assist design effective export promotion programmes for South African wines in the US market, the absence of generaliseability is considered unproblematic. / AFRIKAANSE OPSOMMING: Die globale wynmark het in die eerste dekade van die 21ste eeu voor verskeie uitdagings te staan gekom. Dit sluit in oorproduksie wat tot 'n magskuif ten gunste van kopers gelei het en winsmarges per bottel wyn wat verkoop is laat daal het. Die grootste voordeeltrekker in hierdie onsekere tye is die verbruiker. Soos al meer streke hul wynproduksievaardighede versterk en die beste tegnologie benut, verbeter die gehalte van wyn en word mededinging strawwer. Soos verbruikers se kennis van wyn toeneem, verander hul verwagtinge ten opsigte van gehalte. Dit plaas bykomende druk op nuwe handelsmerke wat tot die mark toetree. Die wynmark in die Vereenigde State van Amerika (VSA) groei steeds. Met 'n bevolkingsgrootte van 303 miljoen mense en 'n aptyt vir luukse goedere en dienste bly die VSA 'n gewilde uitvoerbestemming vir ander wynstreke. Die tendens om wyn na die VSA uit te voer, bly sterk ondanks die hoë koste om tot die VSA-mark toe te tree. Dié hoë koste is die gevolg van die VSA se drie-vlak stelsel wat dit vir produsente moontlik maak om die waardeketting verder te segmenteer en hul prysverhoging by 'n bottel ingevoerde wyn te voeg voordat dit die eindverbruiker bereik. Hierdie prysbepalingstelsel blyk egter onvoldoende te wees as 'n afskrikmiddel, veral vir wynprodusente van die Nuwe Wêreld. Australië was die afgelope drie dekades die suksesvolste produsent van Nuwe Wêreld-wyne vir die uitvoermark. Dieselfde geld egter nie vir Suid-Afrika se wynbedryf nie. Hoewel strategiese en markoriëntasie, bedryfsplanne en interorganisatoriese samewerking as sleutelfaktore vir sukses in Australië geïdentifiseer is, kry die vennootskappe tussen dié land se regeringsliggame en wynbedryfsliggame die krediet vir hul verenigde benadering tot die VSA se mark. Die Suid-Afrikaanse regering het programme wat die land se uitvoer van goedere en dienste bevorder. Die gepastheid van sodanige programme bly onseker, veral in die lig van die groot uitdagings in die globale wynmark. Die studie ondersoek die omvang en aard van 'n vennootskap tussen regeringsliggame en die Suid-Afrikaanse wynbedryf ten opsigte van doeltreffende promosie van die land se wyne in die VSA-mark. 'n Kwalitatiewe metodologie word gebruik om die geloofwaardigheid en akkuraatheid van die primêre data te verseker. Vyf deelnemers is vir 'n bespreking gekies: 'n produsent wat wyn uitvoer, 'n wynkeldervereniging, wynuitvoerraad en twee regeringsliggame. Die Visie 2020-strategie deur die Suid-Afrikaanse wynbedryf word hersien en sterk klem word ook gelê op die VSA-mark en die rol van die uitvoerland se regering in die lig van die veranderende internasionale handelsregime. Die studie kom tot die gevolgtrekking dat die VSA 'n kritiese mark vir Suid-Afrikaanse wynprodusente bly ondanks die hoë koste van toetrede, die globale wynsurplus en die ekonomiese resessie, en dat sukses vir Suid-Afrika se wyn deels van 'n verenigde benadering tot die wynbedryf afhang wat deur vennootskappe met regeringsagentskappe moontlik gemaak kan word. Hoewel die verslag erkenning gee aan voortgesette regeringsondersteuning, word aanbevelings ook gedoen oor hoe om die bestaande vennootskappe ten opsigte van die VSA as uitvoermark vir Suid-Afrikaanse wyne te versterk. Hierdie studie het 'n gebrek aan veralgemeenbaarheid. Omdat dit egter daarop gerig is om doeltreffende promosieprogramme vir die uitvoer van Suid-Afrikaanse wyne na die VSA-mark te help ontwerp, word die afwesigheid van veralgemeenbaarheid as onbelangrik geag.

Thesis (MBA (Business Management))--Stellenbosch University, 2008. / The objective of this specific research report is to analyse the internet marketing function within the South African tourism industry. Furthermore, the hotel industry is analysed to establish how the introduction of the internet changed the playing field in terms of marketing and how customer behaviour has changed over the past 13 years with the introduction of the internet to the already established global distribution systems (GOS) and computer reservation systems (CRS). An in-depth literature review is conducted to analyse the marketing function in general, after which an analysis in terms of production and services organisation is discussed. Here, the focus is on the 4 P and 7 P marketing mix theories of Michael Porter. The influence of the internet on the service marketing mix is discussed with specific reference to the luxury hotel industry. The specific research and interviews conducted in this study are focused on the luxury hotel industry in the Cape Town city area. Focus areas of the interviews with the specialist in the industry are on the following: • Influence of the internet on customer relationship management • Influence of the internet on the relationship between the luxury hotels and intermediaries • Influence of the internet on marketing functions such as cost and service. The findings of the primary research in the interviews are then compared to the findings in the literature review and recommendations and managerial implications are drawn in the final chapter of the research report.

Thesis (MBA (Business Management))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: This study proposes to deal with the challenge of getting craft products efficiently and sustainably to the market.The objective of the study is to suggest an integrated framework for interventions led by the state to ensure that the right products reach the right markets at the right price at the right time, thus ensuring that South Africa's contribution to global trade is increased. The South African Government has recognized the importance of the craft sector from the onset of democracy and has developed a number of policies to ensure its growth and development. These policies range from the economic to cultural to social dimensions. The thesis has largely focused on the economic aspects of these policies. Key amongst these is the Customised Sector Programme (CSP) for Craft, developed by the DTI since it focuses on strategies aimed at commercialising the sector. According to the CSP, South Africa's comparative global advantage and strategic positioning lies with its very strong design and innovation skill; its strong global reputation; combined with a relatively sophisticated communication and IT industry and well established infrastructure and logistics environment. However, SA contributes just less than 1 % of global trade in craft because of a number substantive issues constraining it. These include amongst others: • a weak skills base on the manufacturing enterprise side • high and uncompetitive product prices • poor ability to capitalise on market opportunity • lack of research and development • lack of reliable national sector profile data and up-to-date market intelligence. There are many government departments and entities that currently support the craft sector. They have different objectives and approaches ranging from enterprise support and economic development to social, welfare and cultural support. These objectives and approaches have been translated into a number of programmes. These programmes essentially function as separate units and do not necessarily tie up in creating a continuum of support to ensure the development of globally competitive craft enterprises. The Cape Craft and Design Institute, established as a craft development agency, is the exception. Two case studies were undertaken to demonstrate the fact that the South African craft sector is complex, uncompetitive and unable to capitalize on market opportunities. The products are commercial, while the systems supporting them are not. These systems include internal business systems, infrastructure and logistics, language and communication, business development support etc. The case studies highlighted how these factors undermine the sector's ability to contribute to global trade. This is compounded by the fact that the vast majority of enterprises are rural in origin and the support systems do not adopt a Bottom of the Pyramid approach to development. The thesis makes a case for the integration of support and alignment of objectives of stakeholders involved in the sector. This integration is crucial to the South African craft sector's success in the global arena and is envisaged as follows: • The creation of a craft industry cluster to include both government and private sector stakeholders. • The nucleus of this cluster should be a craft development agency. • This agency should drive an economic agenda, but should adopt a holistic approach to development - the triple bottom line approach with a market driven agenda. / AFRIKAANSE OPSOMMING: Die doel van hierdie verhandeling is om inligting te verskaf ter ondersteuning van 'n geintegreerde mikro-ekonomiese intervensie van die Departement van Handel en Nywerheid (DHN) wat sal bydra tot die ontwikkeling van 'n globale handwerkbedryf en 'n verhoogde bydrae tot wereldwye handel in handwerk. Die Suid-Afrikaanse regering het die belangrikheid van die handwerksektor reeds sedert die aanvang van demokrasie in Suid-Afrika erken en het 'n aantal beleide ontwikkel om groei en ontwikkeling van hierdie sektor te verseker. Hierdie beleide strek oor die ekonomiese, kulturele en sosiale spektrum. Die verhandeling fokus hoofsaaklik op die ekonomiese aspekte van hierdie beleide. Die belangrikste daarvan is die Doelvervaardigde Sektor Program (DSP) vir Handwerk, wat deur die DHN ontwikkel is, omdat dit gemik is op die kommersialisering van die sektor. Volgens die DSP is die vergelykbare globale voordeel en strategiese posisionering van Suid-Afrika gelee in sy sterk ontwerp en innoverende vaardigheid; sy goeie wereldwye reputasie; saam met 'n relatiewe gesofistikeerde kommunikasie en IT - industrie en goed gevestigde infrastruktuur en logistieke vermoe. Nietemin lewer Suid-Afrika net minder as 1 % van die wereld se handel in handwerk. Dit kan toegeskryf word aan 'n aantal beperkende faktore, waaronder die volgende genoem kan word nl.: • 'n swak vlak van vaardighede van vervaardigingsondernemings; • hoe en swak kompeterende produkpryse; • onvermoe om op markgeleenthede te reageer; • gebrek aan navorsing en ontwikkeling; en • 'n gebrek aan 'n betroubare data-profiel van die nasionale sektor en markinformasie, wat op datum is. Daar is baie regeringsdepartemente en entiteite wat tans die handwerksektor ondersteun. Laasgenoemde het verskillende doelwitte en benaderings wat strek van ondememingsondersteuning en ekonomiese ontwikkeling tot sosiale welsyn en kulturele ondersteuning. Hierdie doelwitte en benaderings het ontwikkel tot 'n aantal programme. Hierdie programme funksioneer essensieel as aparte eenhede en sluit nie noodwendig bymekaar aan om kontinuum-ondersteuning te bied wat ontwikkeling van globale handwerkondernemings verseker nie. Die Kaapse Handwerk- en Ontwerpinstituut wat as 'n handwerkontwikkelingsagentskap gevestig is, is 'n uitsondering. Twee gevallestudies is ondemeem om die feit te illustreer dat die Suid-Afrikaanse handwerksektor ingewikkeld en nie mededingend is en nie die vermoe het om op markgeleenthede te kapitaliseer nie. Die produkte is kommersieel lewensvatbaar, maar die ondersteuningsstelsels is nie. Hierdie stelsels sluit in interne sake-stelsels, infrastruktuur en logistiek, taal en kommunikasie, en sakeontwikkellingsondersteuning. Die gevallestudies werp lig op hierdie faktore, en hoe dit die sektor se vermoe om globaal mee te ding ondermyn. Dit word vererger deur die feit dat die groot meerderheid van die ondernemings landelik van aard is en dat ondersteuningsstelsels nie besigheid doen aan die onderkant van die inkome-piramiede - van onder tot bo - nie. Die verhandeling maak 'n saak uit vir die integrasie van ondersteuning en doelwitgerigtheid van alle spelers wat betrokke is by hierdie sektor. Hierdie integrasie is van die uiterste belang vir die Suid-Afrikaanse handwerksektor se sukses op die wereldarena en word as volg gevisualiseer: • Die vestiging van 'n handwerkindustriegroep wat beide regerings- en privaatsektorspelers insluit. • Die kern van hierdie groep moet 'n handwerkontwikkelingsagentskap wees. • Die agentskap moet 'n ekonomiese agenda navolg met 'n holistiese benadering tot ontwikkeling, - die drievoudige-onderstelyn benadering met 'n markgedrewe agenda.