Thesis (MBA (Business Management))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: The veterinary industry is operating in a highly regulated environment. Up till now these regulations prevented veterinarians to freely market veterinary services, especially professional services. Every business person in the biggest part of the world is subject to free-market economic pressures. However in the case of the professional, who is also a business person, these economic market-pressures could become very intense and unbalanced, and lead to what is called the “professional dilemma” (Du Preez, 2003: 8). Professional persons are governed by their respective codes of conduct. Those professionals who practice as entrepreneurs therefore need to be more business skilled and creative to successfully manage their businesses as they do not have the luxury of utilising the normal business strategies and options. The state of professionalism within the veterinary profession in South Africa in terms of entrepreneurship has been addressed in the past, but there is still a major gap in terms of providing business tools to managers in the veterinary industry. The biggest challenge in terms of the general business functions faced by veterinarians is the marketing function, thus the reason for this study. It is necessary that the highly regulated environments of professionals being understood. Therefore the research has been conducted by highlighting these environments. The researcher then continues to analyse the internal and external environment, client needs and customer profile in order to identify ways of optimising marketing opportunities. / AFRIKAANSE OPSOMMING: Die veeartseny industrie word bedryf in ‘n hoogs gereguleerde omgewing. Hierdie regulasies het veeartse tot nou toe verhoed om dienste, veral professionele dienste, vrylik te bemark. Besigheidspersone regoor die wêreld verkeer onder vryemark ekonomiese druk. In die geval van die professionele persoon, wat ook ‘n besigheidspersoon is, kan die ekonomiese druk baie intens en ongebalansseerd word. Daar word verwys na die “professionele dilemma” (Du Preez, 2003: 8). Professionele persone word gereguleer deur hul onderskeie kodes. Daardie professionele persone wat praktiseer as entrepreneurs moet dus oor meer besigheids- en kreatiewe vaardighede beskik om hul besigheid suksesvol te bestuur. Hulle het nie die luuksheid om die algemene strategiee te benut nie. Die stand van professionalisme in die veeartsenyprofessie in Suid- Afrika in terme van entrepeneurskap is al voorheen aangespreek, maar daar is nog steeds gapings ten opsigte van die beskikbaarstelling van besigheidsvaardighede aan bestuurders in die bedryf. Die grootste uitdaging in terme van besigheidsfunksies wat veeartse in die gesig staar, is die bemarkingsfunksie. Dit is dus die rede vir hierdie studieprojek. Dit is belangrik dat die hoogs gereguleerde omgewing van professionele persone verstaan word. Die studie begin dus deur hierdie verskillende omgewings te skets. Die studie skenk verder aandag aan die ontleding van die interne en eksterne omgewings, klientebehoeftes en –profiel om maniere te vind om bemarkingsgeleenthede binne regulasies ten volle te kan benut.