M.B.A.

A research report submitted to Wits Business School, Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, in partial fulfilment of the Degree of Master of Management in Strategic Marketing November 2015 / Building, maintaining and measuring consumption frequency over a specific period of time has become the primary driver of success for nonalcoholic beverage organisations; however, there is limited research on youth consumption frequency within South Africa. Using the Theory of Planned Behaviour, the study aimed to investigate the impact of brand association, flavour variety, peer influence and perceived value on consumption frequency intention in the sparkling soft drink (SSD) category amongst youth in South Africa. A quantitative research design was followed and data collected from 300 research participants aged between 16 and 24 years in Soweto, Gauteng Province in South Africa. The collected data was analyzed using SPSS 22 and AMOS 21 statistical packages for structural equation modelling. All four hypotheses are supported, with results indicating a positive relationship between brand association, flavour variety, peer influence, perceived value and consumption frequency intention. Peer influence and perceived value have a significantly stronger influence on consumption frequency intention. The results also indicate that flavour variety “ambiguous SSD flavour names” scored higher amongst 16 to 18 years olds. Ambiguous flavour naming strategies have proven to be successful in other beverage categories. Quantity-frequency (QF), a consumption frequency measurement instrument has been used, with consumption skewed towards “sharing” with friends or family. This study contributes significant new knowledge to the existing body of marketing literature in Africa and consumer behaviour in emerging markets. This study has implications for practitioners, academicians and public policy makers. / MT2017

Africa is acknowledged as a vast, untapped market for consumer goods as trade barriers are coming down and economies are starting to develop. The need for consumer goods arises with economic activity. This poses the following question, which will be addressed by this research: How can potential African consumer markets be successfully unlocked by a South African beverage organisation, thereby reducing risk of failure and eliminating the cost of a hit-and-miss approach? The secondary study focused on evaluating the aspects involved with risks and the modes of entry into foreign markets. The macro-environmental factors affecting the expansion into foreign markets were investigated to determine what influence they had on the entry mode chosen for a specific country targeted for expansion. Finally the marketing factors influencing the entry mode were analysed. The significance of trade blocs together with the advantages thereof was included in the study. The primary study was based on the theory and principles of existing literature. The Coca-Cola Sabco organisation was taken as a case study. Four countries, namely Kenya, Uganda, Mozambique and Namibia, were investigated. Questionnaires containing a set of questions to satisfy the sub-problems were sent to the various country managers and their first layers of management. Likewise, interviews were conducted with Coca-Cola Sabco head office strategic management. The empirical results obtained, indicated a strong concurrence, with the theory of entry modes and the influences of macro-environmental factors. In certain aspects, however, some contradictions with the theory pertaining to the Coca-Cola Sabco organisation, were observed. The findings concurred with the theory in that risk were minimised by the acquisition of a going concern that already possessed the infrastructure and logistics such as raw material procurement, manufacturing staff skills, distribution networks and political contacts. The empirical results contradict theory with respect to location economies and scale economies, as the Coca-Cola Company’s franchise agreement excludes the exporting of beverage products. Furthermore, Coca-Cola Sabco becomes involved in expansion initiatives only in reaction to an invitation from the Coca-Cola Company and not of its own desire. Therefore, market surveys are conducted subsequent to an invitation from the Coca-Cola Company. South African organisations planning expansion initiatives into emerging African markets need to take the specific macro- environmental factors of the country in question into consideration in order to minimise risk. A franchise agreement restricting exporting as in the case of Coco-Cola Company or any other restrictive agreement, might cause a deviation from contemporary theory, for example, where markets will be assessed for purposes of location and scale economies. Deviations from contemporary theory could also occur where a franchise opportunity is offered in a specific country that may not be the preferred market choice, due to its lack of growth potential.

Increasing competition within the non-alcoholic, ready to drink market (NARTD) in South Africa has intensified the need for soft drink producers to identify ways in which to enhance their competitiveness. One of the most important challenges for organisations operating in this industry is to produce quality products while meeting the needs of customers, at the lowest possible cost. While a number of competitors may rely on various competitive strategies such as lower priced products, it could become increasingly challenging for others to adopt similar approaches without comprising on the quality of their products. In order to remain competitive, organisations may be required to shift their focus onto their employees as a source of competitive advantage. Research has shown that employees provide organisations with sustainable competitive advantage, more specifically, it has shown that engaged employees outperform disengaged employees. The differentiating factor for organisations in the pursuit of competitive advantage would therefore be an engaged workforce. The primary research objective of this study was to investigate employees’ perceptions of engagement within the logistics function at Coca-Cola Fortune Port Elizabeth, as well as its impact on critical success factors. A theoretical overview was conducted to appraise various definitions, engagement models, factors influencing engagement and the impact of engagement on critical success factors. The research highlighted a number of common themes of engagement which includes a reciprocal relationship between the organisation and employees, enthusiasm, involvement and motivation. This research revealed that engaged employees make positive contributions to key business outcomes such as financial performance, productivity and customer satisfaction.An empirical study was conducted by means of a survey with a questionnaire as data collecting tool. The purpose of the structured questionnaire was to validate the findings obtained from the theoretical overview and to assess employees’ perceptions of engagement, engagement factors and the impact of engagement on critical success factors. A sample comprising 112 employees was identified by means of a stratified sampling technique. A 93 per cent response rate was obtained. The key findings of the study indicated that management and employee perceptions of engagement were comparable. It also indicated that corporate communication, employee involvement strategies, relationships with management and HR policies and procedures did influence employee engagement. Furthermore, the study validated the existence of a strong positive relationship between customer satisfaction, employee attendance and productivity – as was found between employee engagement and business success at CCF. The theoretical overview in conjunction with the empirical findings yielded a hypothesised model of employee engagement as presented in Chapter One. This model could provide direction in the organisation’s attempt to improve engagement levels and ultimately in the pursuit of competitive advantage.

The aim of this study was to determine a carbon and water footprint for a beverage manufacturing company. The carbon footprint etermination was conducted on Scope 1 and Scope 2. The water footprint was determined on the blue water and grey water. The beverage production volumes of the beverage manufacturing company were used to determine both the carbon and the water footprint. The theoretical background to this study was based on both local and international beverage companies and the outcome for the carbon and water footprint was benchmarked against the local and international companies. The objectives of this study were achieved by calculating a carbon and water footprint for the beverage company. The carbon footprint unit of measure is g CO2e / litre produced and the water footprint is litre water/litre produced. The unit of measure for pollutant grey water footprint is measured in milligram. Based on the results achieved in this study, commendations for carbon and water footprint reductions were made to the beverage company. Reduction targets for production year 2020 were also recommended based on the implementation of the reduction plans. / Environmental Sciences / M. Sc. (Environmental Management)

Final draft report presented to the Graduate School of Business Leadership, University of South Africa / The main purpose of this study is to ascertain the major service quality variables that determine customer satisfaction for the Carbonated Soft Drink market which is dynamic and is also part of the highly competitive impulse beverage industry in South Africa. Amalgamated Beverages Industry (aka Coca Cola) still holds the lion’s share of the market although its share has fallen in the last 5 years presumably due to the growth in the consumption of substitutes such as bottled water, 100% fruit juices, energy drinks and dairy juice blends. The proliferation of “diet conscious” consumers has exacerbated the situation. These alternatives are the primary growth areas in the impulse beverage market. This has obviously threatened the viability and profitability of major players in this industry. To date the performance of Carbonated Soft Drinks (CSDs) has been less than satisfactory. There are other key players which have penetrated this market namely Pepsi, trading as Pioneer Foods, Royal, Pioneer Foods, California Cola, Pick ‘n Pay and Quality Beverages. For purposes of this study the three key players were chosen namely ABI, Pepsi and Quality Beverages. These key players have made huge investments in this industry at the level of production and distribution. In addition heavy investments go towards advertising and promotional campaigns. This research is exploratory in nature and makes way for further research in order to reach a more logical conclusion. This study is conducted within the confines of Gauteng region and more specifically Johannesburg North and Central. These two regions were chosen because the researcher resides close to these regions and wanted to minimize the costs involved in this study. The researcher also assumed the findings are a true representation of the broader picture of the South African scenario. Before collecting information the researcher initially consulted recent articles, books, magazines, company reports and even the internet in order to develop a clear understanding of the industry. This also helped the researcher to make logical decisions in the course` of undertaking the research. To that effect the researcher adopted the service quality SERVQUAL and the Gaps models in coming up with a measurement instrument for the research. The CSD companies have two broad categories of customers namely the trader and the end user or consumer. The trader purchases the product for purposes of research whilst the end user buys for consumption. This research focused on the trade customer. According to research experts a sample of more than 5% of the total population does not compromise validity. However the researcher opted for more than 10% of the total population in order to increase reliability of the results. Thus from the population size of 965 trade outlets the researcher arrived at a sample of 100. The traders were classified into four major categories namely retail outlets, wholesalers, restaurants and service stations. Information was collected from these 100 traders using personal interviews. The researcher is the one who conducted all the interviews. Information was gathered from buyers, managers and owners. The researcher took advantage of the Statistical Package for Social Scientists in order to make a meaningful analysis of the data collected. Many service oriented recommendations have been promulgated by this research. They are neither exhaustive nor prescriptive given the time constraint within which this research was conducted.

The aim of this study was to determine a carbon and water footprint for a beverage manufacturing company. The carbon footprint determination was conducted on Scope 1 and Scope 2. The water footprint was determined on the blue water and grey water. The beverage production volumes of the beverage manufacturing company were used to determine both the carbon and the water footprint. The theoretical background to this study was based on both local and international beverage companies and the outcome for the carbon and water footprint was benchmarked against the local and international companies. The objectives of this study were achieved by calculating a carbon and water footprint for the beverage company. The carbon footprint unit of measure is g CO2e / litre produced and the water footprint is litre water/litre produced. The unit of measure for pollutant grey water footprint is measured in milligram. Based on the results achieved in this study, recommendations for carbon and water footprint reductions were made to the beverage company. Reduction targets for production year 2020 were also recommended based on the implementation of the reduction plans. / Environmental Sciences / M. Sc. (Environmental Science)

Final draft report presented to the Graduate School of Business Leadership, University of South Africa / The main purpose of this study is to ascertain the major service quality variables that determine customer satisfaction for the Carbonated Soft Drink market which is dynamic and is also part of the highly competitive impulse beverage industry in South Africa. Amalgamated Beverages Industry (aka Coca Cola) still holds the lion’s share of the market although its share has fallen in the last 5 years presumably due to the growth in the consumption of substitutes such as bottled water, 100% fruit juices, energy drinks and dairy juice blends. The proliferation of “diet conscious” consumers has exacerbated the situation. These alternatives are the primary growth areas in the impulse beverage market. This has obviously threatened the viability and profitability of major players in this industry. To date the performance of Carbonated Soft Drinks (CSDs) has been less than satisfactory. There are other key players which have penetrated this market namely Pepsi, trading as Pioneer Foods, Royal, Pioneer Foods, California Cola, Pick ‘n Pay and Quality Beverages. For purposes of this study the three key players were chosen namely ABI, Pepsi and Quality Beverages. These key players have made huge investments in this industry at the level of production and distribution. In addition heavy investments go towards advertising and promotional campaigns. This research is exploratory in nature and makes way for further research in order to reach a more logical conclusion. This study is conducted within the confines of Gauteng region and more specifically Johannesburg North and Central. These two regions were chosen because the researcher resides close to these regions and wanted to minimize the costs involved in this study. The researcher also assumed the findings are a true representation of the broader picture of the South African scenario. Before collecting information the researcher initially consulted recent articles, books, magazines, company reports and even the internet in order to develop a clear understanding of the industry. This also helped the researcher to make logical decisions in the course` of undertaking the research. To that effect the researcher adopted the service quality SERVQUAL and the Gaps models in coming up with a measurement instrument for the research. The CSD companies have two broad categories of customers namely the trader and the end user or consumer. The trader purchases the product for purposes of research whilst the end user buys for consumption. This research focused on the trade customer. According to research experts a sample of more than 5% of the total population does not compromise validity. However the researcher opted for more than 10% of the total population in order to increase reliability of the results. Thus from the population size of 965 trade outlets the researcher arrived at a sample of 100. The traders were classified into four major categories namely retail outlets, wholesalers, restaurants and service stations. Information was collected from these 100 traders using personal interviews. The researcher is the one who conducted all the interviews. Information was gathered from buyers, managers and owners. The researcher took advantage of the Statistical Package for Social Scientists in order to make a meaningful analysis of the data collected. Many service oriented recommendations have been promulgated by this research. They are neither exhaustive nor prescriptive given the time constraint within which this research was conducted.