Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2008 / The opening ceremony of the 29th Olympic Games displayed a historical tapestry of Chinese culture to the world. At the same time, the 2008 Games presented new opportunities for Chinese people to experience aspects of the outside world, which may have previously been closed to them. Aquatic sport is one such example, especially recreational sailing and yachting, which are novel concepts within Chinese society. Given China’s rapid economic growth, this burgeoning market has potential for South African exporters, including the recreational marine sector. However, South African manufacturers have not promoted their products, many of which are of a high standard, in this market. Are there barriers, which may prevent successful exports of marine products to China? Would a deeper understanding of China’s unique business culture assist the local boatbuilding industry to successfully present their products in China? The purpose of this study is to assist South African boat builders to expand their business operations in China by developing guidelines for marketing strategy formulation. The entire research study shows that there are indeed opportunities to market boats in China, while the market is mainly located in coastal cities. The research reviewed South African trade with China, successful entry of South African companies into the Chinese market, and shows that potential does exist for penetration of the Chinese market by South African marine industries. Based on a further review of the internal marketing environment in China, it is established that a unique feature of Chinese business culture, termed Guanxi, might be a major barrier for penetration of the Chinese boat market by the South African marine industry.

The objective of the study was to examine the marketing strategies of Ethiopian medium and large textile companies. The textile sector became the focus of this study because it has performed far below expectation, despite the government‘s unreserved support to the sector and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The cases were selected based on two criteria; production of finished textile products and operation in both local and global markets. Accordingly, nine companies qualified these criteria and all of them were used as cases. The RBV was the theory employed to explain the differences in performances among firms‘ in similar environment. Furthermore, within and cross case analyses were employed to get in-depth understanding and to explain about the marketing strategies of the firms. The major findings of the study indicate that the emphasis given to marketing strategy and the marketing resources and capabilities commitment thereof were found to be so low that the companies seemed to equate marketing strategy with selling strategy. Furthermore, the companies failed to link their marketing enabling environment with their marketing strategy. Similarly, such weak link was reflected between the firms‘ marketing strategy and their market performances. Hence, the marketing strategies of the case companies are so weak that with their current marketing strategy, it is difficult for them to be competent in the local market, let alone in the international markets. Generally, both empirical and conceptual conclusions were drawn from the findings. As a result, the cross-case findings indicate that marketing resources commitment is linearly linked to marketing strategy which in turn is linked to export performances. Therefore, it can be understood that the link between enabling environment and marketing strategy is direct and the link between marketing strategy and marketing performances is linear. Hence, it can be understood from this transitivity that there exists a link between firms‘ enabling environment and their marketing performances. / Business Management / D.B.L.