M.Com. (Economics) / The South-African motor-cycle industry has experienced a constant decline in sales since 1981, that is, a drop from 84 000 units sold during 1981 to an expected sales figure of 24 000 units for 1985. This decline in sales poses a threat to the profitability and 'survival of the motor-cycle industry in South-Africa. Up to this point in time the marketing efforts of the motor-cycle industry were mainly directed towards the White consumer market. In order to bring about an upturn in motor-cycle sales, this study looked into the feasibility of a marketing effort, by the motor-cycle industry, aimed at the Black consumer market. The execution of such a feasibility study necessitated the gathering of information relating to the views and preferences of Blacks with regard to motor-cycles. Information was collected by distributing questionnaires to a random sample of Blacks in region nineteen according to the Standard code list for statistical main regions and regions, magisterial districts, cities, towns and non-urban areas. The potential of the Black market has been disregarded by the motor-cycle industry because of the belief that Blacks are apposed to motor-cycles as a result of their cultural traditions.

The motorcycle industry is well established in South Africa, but has not nearly reached its full potential. This study investigates how this situation can be improved by enhancing the promotions of motorcycles in the Nelson Mandela Metropolitan Municipality (NMMM) area under investigation. Motorcycle businesses in this area currently compete with a disadvantage in the transportation market. Motor vehicles are assembled in this area whereas motorcycles are not, and this creates various work opportunities and brand loyalty for the motor industry. The Government also offers import rebates to motor vehicle exports. The cost, prejudicial attitudes and road safety of motorcycles contribute toward the difficulties faced by the motorcycle industry, which prevent the growth of this market. This market usually requires potential customers to have a passion for motorcycles to turn them into actual customers. To overcome these difficulties an investigation was conducted to determine which promotional activities the motorcycle businesses in the NMMM area employ. This study identifies the motorcycle businesses’ promotional shortcomings and makes suggestions for improvement. Promotional activities are vital since motorcycles are at a disadvantage when compared to motor vehicles in the NMMM area. One of the best ways the motorcycle businesses can successfully compete in the transportation market is to make use of promotions to make potential customers aware and enhance their support of the motorcycle businesses. For this reason the promotional variables (advertising, direct marketing, personal selling, sales promotions and public relations) should be exploited to its fullest to enhance potential customers’ support of motorcycles. This process can also create brand loyalty and equity, which will retain customers over the long term. Communication with a market is essential to achieve this and to inform and remind potential customers about the products available.