Thesis (MScAgric)--Stellenbosch University, 2000. / ENGLISH ABSTARCT: The Law on the Marketing of Agricultural Produce (no 47 of 1996) introduced a new era in the marketing of deciduous fruit. Previously the producer was obliged by statute to deliver his deciduous fruit to Unifruco, the sole agent of the Deciduous Fruit Board, for exports to the overseas markets. In this era of statutory marketing control the producer could only take decisions about his product up to the point where it left the farm gate. In the deregulated marketing environment, the producer can now, however, control the marketing of his products until it reaches the end consumer abroad. The purpose of this thesis is to identify the factors, processes, opportunities and possible pitfalls with which the individual producer now has to contend, and to describe them qualitatively in order to enable him to decide how he will market his products in the environment of a deregulated market. In order to make a decision, the producer must have a vision and goals to achieve. The different facets in formulating these are discussed. The different decisionmaking phases that are employed interactively, to facilitate the making of a marketing decision, are investigated and clearly stated. These phases include the preparatory phase, the investigation of the distribution channel, as well as that of agents, the different marketing alternatives and eventually the actual taking of interactive marketing decisions. It has become quite clear, through the research done, that in future, the sustainability of every producer of deciduous fruit will be determined by his ability to make informed marketing decisions, and to adapt to the new marketing environment. / AFRIKAANSE OPSOMMMING: Die Wet op die Bemarking van Landbouprodukte (No 4 7 van 1996) het 'n nuwe era in die bemarking van sagtevrugte ingelei. In die verlede was die produsent statuter verplig om sy sagtevrugte aan Unifruco, alleenagent van die Sagtevrugteraad, te !ewer vir uitvoer na die buiteland. Die produsent het in die era van statutere bemarkingsbeheer dus slegs besluite ten opsigte van sy produk geneem tot waar dit die plaashek verlaat. In die gedereguleerde bemarkingsomgewing kan die produsent egter nou self besluite neem oor die bemarking van sy produk tot waar dit in die buiteland die hande van die eindverbruiker bereik. Die doel van die tesis is om die faktore, prosesse, geleenthede en moontlike slaggate waarmee die individuele produsent nou te kampe het, te identifiseer en kwalitatief te beskryften einde horn in staat te stel om te besluit hoe hy sy vrugte in die gedereguleerde bemarkingsomgewing kan bemark. Vir di.e neem van besluite is dit noodsaaklik dat 'n produsent 'n missie en doelstellings het. Die verskillende fasette by die opstel daarvan word bespreek. Die verskillende besluitnemingsfases wat interaktief aangewend word om die bemarkingsbesluit te neem, word ondersoek en uitgespel. Dit sluit in die voorbereidingsfase, die ondersoek van die distribusiekanaal, die ondersoek na agente, die verskillende bemarkingsalternatiewe en dan die neem van die interaktiewe bemarkingsbesluite. Uit die ondersoek is dit duidelik dat elke sagtevrugteprodusent se volhoubaarheid in die toekoms bepaal sal word deur sy vermoe om ingeligte bemarkingsbesluite te kan neem en dus by die nuwe sagtevrugtebemarkingsomgewing aan te pas.

The role of brand has evolved to take on a broader application as a post-modern management concept and has attracted increasing attention in the 21st century as a key component for the development of competitive advantage. Far removed from its origins as an identity device, branding now transcends the pure marketing interpretation and is increasingly seen as a catalyst for corporate strategy and a tool for holistic reputation management and business performance. This thesis evaluates the extent to which brand is being adopted as a mechanism to align with corporate strategy, internal culture and supporting behaviours and external delivery or organisational performance: in essence, the concept of a brand-driven organisation that deploys brand as a core capability in pursuit of competitive advantage. This evaluation takes into account defined South African perspectives and examples in a case research approach. It seeks to evaluate how the brand alignment methodology can advance current theory and be applied as a management practice. The research argues that brand extends beyond the marketing function or the end-point of organisational systems and delivery. Rather, it suggests that brand becomes integrated as one of the primary elements of corporate strategy and seeks to embrace strategic organisational intent, internal culture and external manifestation of the business vision and results. The organisational architecture model is adapted to suit this research and offer a brand alignment framework that facilitates the effective and efficient implementation and realisation of strategic intent. This links brand alignment to resource-based theory and posits that it is considered as a core capability within the firm, enabling the attainment of competitive advantage. iv This thesis concludes that brand is not confined to an aspect of marketing, but should be deployed holistically in the organisation as a core capability and opportunity for competitive advantage. The research demonstrates an emerging body of thought and advances theory and practice in this area of business, both academically and in a professional management context, offering possibilities for continued further research in this field of management. / Business Management / D.B. L.

Submitted in fulfilment of the requirement for the Degree of Masters in Technology: Marketing, Durban University of Technology, 2007. / The sardine run event has been hailed as a big tourism event, yet little is known about how the sardine run affects the economy as a tourism event. Although there are numerous articles to be found on the role of tourism events in economic upliftment, very little research has been done in South Africa on this particular event, especially relating to the indigenous community involvement and the financial gain achieved from the sardine run. The study was conducted in KwaZulu-Natal (South Africa) in the Ugu districts of Hibberdene and Margate, using qualitative and quantitative research methods. The sample for the study consisted of three hundred and twenty nine respondents above the age of 16. The respondents were selected using convenience sampling and had to complete a questionnaire with the assistance of an interviewer. The objective of the research was to determine the extent to which the indigenous community's services are being marketed during the sardine run events, and how the run contributes to the economic well-being of the inhabitants of the area. The results of the research revealed that a large percentage of the respondents knew about the sardine run, with males generally having a higher awareness level than females. This finding is important because females often play a major role as breadwinners in their families. The fact that females take a less active role in the sardine run indicates an opportunity that can be exploited by those involved in the sardine run, and by local governmental and non-governmental organisations whose task it is to improve the social and economic well being of the community. The main issue was that of participation, which is low. A low participation rate has implications for skills development and reflects an opportunity for central and local government, training and educational institutions, organisations involved in the sardine run and local businesses to provide training for unemployed or under-employed youth. / M

The average South African tertiary student spends more than the average South African individual each month, making them a valuable market to be understood by retailers. One technique retailers use to differentiate themselves from the increased competition is by relationship marketing through loyalty programmes. Research on the topic of loyalty programmes increased rapidly over the last decade. The problem, however, is that the majority of past research on the subject of loyalty programmes only focused on what happens after customers have already joined a loyalty programme. Little research exists regarding the factors that influence subject participation in loyalty programmes. Furthermore, to date no research study has investigated factors that might influence loyalty programme participation among South African students. The purpose of this study was to understand the tertiary student market by building on the research of De Wulf et al. (2013:69-83) as a vital study to explore factors that might influence them to participate in retail loyalty programmes. An exploratory study was conducted, in which data was collected from students studying at Pearson Institute of Higher Education/ CTI Pretoria by means of self-administered questionnaires. The study followed a quantitative research approach, in order to satisfy the research objectives. The results of the study indicate that the top four characteristics most likely to influence students to participate in a retail loyalty programme, include: a loyalty programme where you receive immediate discounts on certain items at purchase; a loyalty programme that allows you to use your loyalty card at more than one retailer; a loyalty programme with unlimited duration on the usage of benefits or rewards; a loyalty programme that rewards you by giving immediate benefits. / Business Management / M. Com. (Business Management)

Dissertation submitted in compliance with the requirements for the Masters Degree in Technology in the Department of Marketing, Durban University of Technology, 2009. / The dissertation presents an overview on market segmentation established on the basis of collection of information. The study illustrates the important role of information in tourism and examines the socio-economic impact of the sardine run event and the marketing strategy in the South Coast Region of KwaZulu -Natal. A survey of the tourists at the sardine run event was conducted. There is no reason to divide customers and prospects into separate groups if they are going to be treated the same. This research examines the nature of what might be the overall personality type of the tourist and how this overall picture can be used to identify individual characteristics much more coherently and use the information to develop the marketing strategy. In line with the overview of major attempts to measure the effectiveness of a marketing strategy, this dissertation suggests that segmentation is imperative for strategy development. One key goal of each information strategy lies in an optimal matching between segmentation and marketing strategy. The findings of the study revealed that the economic impact of an event normally focuses on changes in sales, income and employment in a region as a result of tourism activity. Secondly, this research proposes that income influences tourists’ spending patterns. Since almost no research has been conducted on the analyses of the socio-economic impact and the marketing strategy of the sardine run, this research should contribute to knowledge about the target market and the socio- economic impact of the event.

Dissertation submitted in compliance with the requirements for the Masters Degree in Technology in the Department of Marketing, Durban University of Technology, 2009. / The dissertation presents an overview on market segmentation established on the basis of collection of information. The study illustrates the important role of information in tourism and examines the socio-economic impact of the sardine run event and the marketing strategy in the South Coast Region of KwaZulu -Natal. A survey of the tourists at the sardine run event was conducted. There is no reason to divide customers and prospects into separate groups if they are going to be treated the same. This research examines the nature of what might be the overall personality type of the tourist and how this overall picture can be used to identify individual characteristics much more coherently and use the information to develop the marketing strategy. In line with the overview of major attempts to measure the effectiveness of a marketing strategy, this dissertation suggests that segmentation is imperative for strategy development. One key goal of each information strategy lies in an optimal matching between segmentation and marketing strategy. The findings of the study revealed that the economic impact of an event normally focuses on changes in sales, income and employment in a region as a result of tourism activity. Secondly, this research proposes that income influences tourists’ spending patterns. Since almost no research has been conducted on the analyses of the socio-economic impact and the marketing strategy of the sardine run, this research should contribute to knowledge about the target market and the socio- economic impact of the event.

Thesis (MA)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: Geodemographics has been used extensively as a decision-support tool in both the business sector and the market survey environment in the United States, the United Kingdom and numerous other countries. This has however not been the case in South Africa, partly because of the expense involved in capturing current and complete customer information. As an alternative to capturing all the required customer information, geodemographics has frequently made use of government census data to supplement the organisation-specific data. However, even the census data has its shortcomings. This research has explored a method for building an organisation-specific database using a combination of government census data and organisation-specific data. The organisation-specific data was captured using a questionnaire that was targeted to a specific group of people. The information obtained from the questionnaire and which overlapped with specific census data variables was then used to update the relevant census variables. Cluster analysis was subsequently conducted on the census data in order to identify enumerator areas within the Western Province that had demographic and economic characteristics similar to those of the surveyed areas. Once the appropriate enumerator areas had been identified, the organisation-specific information from the survey was extrapolated to these new areas outside of the surveyed areas. The methodology used in this research provides a process that allows organisations to build a unique geodatabase by making use of the good qualities of both the census data and user-specific data. The resulting geodatabase is one that contains current and pertinent information while also providing complete spatial coverage. / AFRIKAANSE OPSOMMING: Geodemografie word op groot skaal gebruik as n hulpmiddel vir die ondersteuning van besluitneming in die sakesektor en die markopname-omgewing in die Verenigde State, die Verenigde Koninkryk en talle ander lande. Dit is egter nie in Suid-Afrika die geval nie, deels as gevolg van die onkoste verbonde aan vaslegging van die jongste en volledige kliente-inligting. As n altematief vir die vaslegging van al die vereiste kliente-inligting maak geodemografie dikwels gebruik van sensusdata om data eie aan n organisasie aan te vul. Selfs sensusdata het egter tekortkominge. Hierdie navorsing het n metode ondersoek vir die opbou van n databasis eie aan n organisasie deur gebruik te maak van n kombinasie van sensusdata en data eie aan n organisasie. Die data eie aan ri organisasie is vasgele deur gebruik te maak van ri vraelys vir n spesifieke teikengroep. Die inligting wat uit die vraelys verkry is en wat met die spesifieke sensusdataveranderlikes ooreengestem het, is toe gebruik om die relevante sensusveranderlikes by te werk. Skakelingsanalise is daama op die sensusdata uitgevoer ten einde opnemerareas in die Westelike Provinsie te identifiseer wat soortgelyke demografiese en ekonomiese kenmerke gehad het as die areas waarin die vraelysopname gemaak is. Nadat die geskikte opnemerareas gei'dentifiseer is, is die inligting eie aan die organisasie uit die opname geekstrapoleer na hierdie nuwe areas buite die areas waar die opname gemaak is. Die metodologie wat in hierdie navorsing gebruik is, verskaf n metodologie wat organisasies in staat stel om n unieke geodatabasis op te bou deur gebruik te maak van die goeie eienskappe van beide die sensusdata en die data eie aan die gebruiker. Die geodatabasis wat hieruit voortspruit, is een wat die jongste en verbandhoudende inligting bevat en volledige ruimtelike dekking bied.

Arivia.kom was formed out of a merger of the information technology (IT) departments of Eskom, Transnet and Denel. The aim was to address skilled staff losses and to achieve economies of scale. Agreements were drafted ensuring arivia.kom business patronage for a period of five years. Arivia.kom's commencement was accompanied by problems, affecting its customers to the extent that they indicated dissatisfaction with performance. This study established the extent of those problems, and the reasons for their occurrence. A market analysis was conducted with specific focus on customer and competitor analysis. An investigation was conducted into the quality of service, overall customer impression of the organisation since its inception, as well as performance against competitors. The major findings indicated that performance problems were not isolated incidents but consistent across the organisation. These problems stemmed from poor organisational design, poorly evolved organisational culture, unclear positioning and poor competitor and customer intelligence capability. / Business Management / M. Comm. (Business Management)

This study examines the socio-economic impact of fair trade on black emerging citrus fruit farmers in the Eastern Cape Province of South Africa. It is a comparative analysis of farmers involved in fair trade and those who are not. Farmers from Riverside Enterprise and Sundays River Citrus Cooperative were examined to evaluate the impact of fair trade. Such impact was analyzed through looking at access farmers have to foreign markets and their ability to receive high income returns from these markets. The study also discusses the influence fair trade has on the social and economic development of the farmers’ communities. The findings of the study indicate how most fair trade communities have benefited financially and through public infrastructure such as crèches, learning centers and access to computers for both farmers and workers. Such public developments are funded through the fair trade social dividend which is a premium farmers receive for selling their fruit under fair trade. However, the study findings also indicate the limitations of fair trade; farmers have to incur high costs to become fair trade accredited. The study also examines the commodity value chains (hereinafter referred to as CVC) for citrus fair trade farmers and non fair trade farmers. This analysis reveals the procedure of value chains, their benefits and constraints.

The purpose of the study was to develop an optimum market-positioning model for the special interest tourism market to support arts festivals in South Africa (SA). Three subareas were deemed essential for the model, namely determining which attributes contribute to the success of three arts festival scenarios, comparing the different arts festival packages as a tourism attraction and then combining these subareas to develop a model enabling future researchers and marketers to present a successful arts festival in South Africa. The three main arts festivals in South Africa, at Potchefstroom, Grahamstown and Oudtshoorn, were studied. Screening questions followed by judgmental and quota sampling were used to select only like-minded respondents from festival attendees on a scenario basis. In personal interviews the data were collected and then analysed using conjoint analysis and game theory. Conjoint analysis was used in a linear regression model with individual ratings for each product. The average of the r-squares in this study was 0,83, indicating a good fit between data and model developed. Then these results were used in the game theory, comparing the three arts festival scenarios to identify the most successful tourism attraction. A different combination of attributes gave each of the three festival scenarios an optimum market position in its own niche market. The study contributes to the existing body of positioning knowledge, specifically in the festivals and events domain. It also adds value as this model can be applied to other festivals in South Africa and also to other business sectors. / Transport Economy, Logistics and Tourism / D. Com. (Tourism Management)