Thesis (MBA)--Stellenbosch University, 2005. / Some digitised pages may appear illegible due to the condition of the original hard copy / ENGLISH ABSTRACT: The international surplus of wine and the strong Rand resulted in tremendous pressure on wine organizations to stay relevant and profitable. The biggest challenge for South African wine organizations are to keep a market oriented focus and manage the value chain costeffectively. This study was undertaken to investigate the structures of value chains used by South African export organizations as well as the way that these organizations function in this environment. To succeed in this goal questionnaires were sent to South African export organizations. Information was analyzed to investigate the positioning and trading terms that were generally used. The structure of value chains was determined as well as the participation of export organizations in demand chains. Data was analyzed to determine if the type of organization and the volume of export had an influence on the positioning of the organization, trading terms and the structure of the value chain. Most export organizations, exported less than 5 000 cases of wine each year and could be classified as small and medium enterprises. The type of organization had an influence on the payment terms as well as the positioning of the products in the market. The country of import mainly influenced the structure of the value chain. Ordering systems were not ideally suited to provide in the changing demand of consumers and a lack in the use of information technology to manage the value chain was apparent. A significant number of organizations were not actively involved in stimulating the consumer to buy their products. Therefore South African wine export organizations are still highly fragmented and do not succeed in managing the value chain as an integrated system. Improved market research should be done before the positioning of products with the focus on profit margins instead of price segments. Information technology should be utilized to reach higher service levels in the value chain and contribute in exceeding the buyer's expectations. / AFRIKAANSE OPSOMMING: Die huidige ooraanbod van wyn op die wêreldmark, tesame met 'n sterk rand, plaas wynprodusente onder geweldige druk om winsgewend en relevant te bly. Die grootste uitdagings vir Suid-Afrikaanse wynondernemings is om waardekettings markgefokus te kry en koste effektief te bestuur. Hierdie studie is onderneem om ondersoek in te stel na die waardekettingstrukture wat gewild is by Suid-Afrikaanse uitvoerondernemings en die wyse waarop die ondernemings daarin funksioneer. Om in hierdie doel te slaag is vraelyste na Suid-Afrikaanse uitvoerondernemings gestuur. Die inligting is verwerk om die posisionering en handelsterme wat ondernemings gebruik te ondersoek. Die struktuur van waardekettings wat na die uitvoerbestemmings gebruik word is bepaal asook die betrokkenheid van uitvoerondernemings by vraagkettings. Data is so ge-orden om te bepaal of die tipe onderneming en die volume botteluitvoere 'n invloed het op die posisionering, handelsterme en die struktuur van waardekettings. Die meeste uitvoerondernemings voer minder as 5 000 kiste per jaar uit en kan as klein en medium organisasies geklassifiseer word. Die tipe onderneming het 'n invloed gehad op betalingsterme wat beding word asook op die pryssegmente waarin wyne geposisioneer word. Die struktuur van waardekettings is hoofsaaklik beïnvloed deur die land waarheen uitgevoer word. Bestel- en versendingsisteme word nie optimaal bestuur nie en die aanwending van inligtingstegnologie om die waardeketting te bestuur kry nie baie aandag nie. Heelwat ondernemings was ook nie aktief betrokke om die verbruiker te stimuleer om sy produkte te koop nie. Suid-Afrikaanse uitvoerondernemings is dus nog baie gefragmenteerd en slaag nie daarin om die waardeketting as 'n geïntegreerde proses te bestuur nie. Beter marknavorsing behoort gedoen te word wanneer wyne posisioneer word met die fokus op winsmarges eerder as pryssegmente. Die beskibare inligtingstegnologie behoort aangewend te word om hoër diensvlakke in die waardeketting te handhaaf en so die verbruiker se verwagtinge te oortref.

Thesis (MA)--Stellenbosch University, 2011. / ENGLISH ABSTRACT: When the South African wine industry re-entered the global wine markets in the early 1990’s, it faced a number of profound challenges. The most significant of these has been to gain a foothold in the international markets where both New and Old World wine producers fiercely compete for the consumer’s purse. In the effort to bolster its competitiveness and in response to a growing global trend towards ‘environmentally-friendly’ food production the industry launched the Integrated Production of Wine (IPW) scheme in 1998.This voluntary regulatory system provides guidelines for best agricultural practices and a producer must pass either the audit or the annual self-evaluation questionnaire in order to comply. A new Integrity & Sustainability seal has been introduced which advertises this compliance on each bottle of wine. This home-grown regulatory scheme is the first and only of its kind in the world and is now accepted by markets globally. The Biodiversity & Wine Initiative (BWI) is a collaboration between the wine industry and conservationists which aims to protect endangered species of the Cape Floral Kingdom, promote sustainable practices and rehabilitate indigenous flora and fauna on wine farms. Wines of South Africa (WOSA) is a marketing organisation which promotes the interests of South African wines in international markets. WOSA’s marketing slogan, ‘Variety is in Our Nature’ seeks to create a ‘common language’ which promotes the environmental aspects of South African wine production and a platform from which producers can establish their own marketing strategies. On the surface it would appear that the industry stands united behind this innovative initiative. But is this really the case? This thesis explores the views and attitudes of key industry informants as well as the responses of 14 different cellars from across the Western Cape. Each respondent was questioned on his/her notion of ‘environmentallyfriendly’, the cellar’s environmental practices, as well as their views IPW, BWI and WOSA’s efforts of promoting the South African wine industry’s new environmental identity. This study has found that the ‘greening’ of the South African wine industry enjoys broad support and compliance at both industry and cellar level. However, the results also show that there is serious criticism against the three-pronged ‘project’ which, if not addressed, could damage the integrity and credibility of industry’s new ‘image’ and undo its innovative edge. At the theoretical level, the study challenges aspects of both Global Value Chain Theory and Conventionalisation Theory. Regarding the former, the ‘home-grown’ way in which the industry has created its own ‘environmentally-friendly’ regulating scheme challenges the role lead firms take in international value chains. Regarding the latter, because IPW works within conventional agricultural practices and is far more cost effective than international ‘environmentally-friendly’ regulations, both large and small farmers can implement IPW regulations with the same effectiveness. / AFRIKAANSE OPSOMMING: Toe die Suid-Afrikaanse wynbedryf in die vroeë 1990s her-toegetree het tot die globale wynmark, het dit ‘n aantal ernstige uitdagings in die gesig gestaar. Die belangrikste hiervan was om’n vastrapplek te bekom in die internasionale markte, waar Nuwe, sowel as Ou Wêreld wynprodusente fel met mekaar kompeteer vir die verbruiker se beursie. In ‘n poging om die bedryf se mededingendheid te verbeter en in respons tot ‘n groeiende tendens na ‘omgewingsvriendelike’ voedselproduksie, het die bedryf in 1998 die sogenoemde Integrated Production of Wine (IPW) skema van stapel gestuur. Hierdie vrywillige regulasie-sisteem verskaf riglyne vir optimale landboukundige praktyke en die produsent moet òf die oudit slaag, òf aan die vereistes van ‘n jaarlikse self-evaluering voldoen. ’n Nuwe Integrity & Sustainability seël is in gebruik geneem wat die nakoming van die IPW reëls op elke bottel wyn adverteer. Hierdie tuis-ontwikkelde reguleringskema is die eerste en enigste van sy soort in die wêreld. Die Biodiversity & Wine Initiative (BWI) is ’n samewerkingsooreenkoms tussen die wynbedryf en omgewingsbewaarders wat ten doel het om die bedreigde spesies van die Kaapse Blommeryk te beskerm, volhoubare praktyke te bevorder en inheemse flora en fauna op wynplase te rehabiliteer. Wines of South Africa (WOSA) is ’n bemarkingsorganisasie wat die belange van Suid-Afrikaanse wyne op die internasionale markte bevorder. WOSA se bemarkingsleuse, ‘Variety is in our Nature’, het ten doel om ’n ‘gemeenskaplike taal’ te skep wat die omgewingsaspekte van die Suid-Afrikaanse wynproduksie bevorder en ‘n platvorm daarstel waarop produsente hulle eie bemarkingstrategieë kan lanseer. Op die oog af wil dit voorkom asof die bedryf verenig staan agter hierdie vernuwende inisiatief. Maar is dit werklik so? Hierdie tesis ondersoek die perspektiewe en houdings van sleutel mense in die bedryf, asook die response van 14 verskillende kelders van dwarsoor die Wes-Kaap. Elke respondent is gepols oor sy/haar opvatting oor wat ‘omgewingsvriendelik’ behels, die kelder se omgewingsvriendelike praktyke, hulle siening van IPW en BWI, sowel as WOSA se poging om die Suid-Afrikaanse wynbedryf se nuwe omgewingsidentiteit te bevorder. Die studie het bevind dat die ‘vergroening’ van die Suid-Afrikaanse wynbedryf breë steun geniet en die geïnstitusionaliseerde regulasies grootliks nagekom word. Die resultate wys egter ook dat daar ernstige kritiek is teen die bedryf se driedubbele ‘projek’ – soveel so dat as hierdie kritiek nie aangespreek word nie, dit die integriteit en geloofbarigheid van die bedryf se nuwe ‘beeld’ kan beskadig, en daarmee saam sy innoverende voorsprong ongedaan kan maak. Op ‘n teoretiese vlak bevraagteken die studie aspekte van beide Globale Waardeketting Teorie en Konvensionaliseringsteorie. Wat eg. betref bevraagteken die ‘tuisgemaakte’ manier waarop die bedryf sy eie ‘omgewingsvriendelike’ reguleringssisteem geskep het, die rol wat ‘leiersfirmas’ in internasionale waardekettings speel. M.b.t laasgenoemde: omdat IPW funksioneer binne die raamwerk van konvensionele landboupraktyke en baie meer koste-effektief is as internasionale ‘omgewingsvriendelike’ regulasies, kan klein sowel as groot produsente IPW regulasies met ewe veel effektiwiteit implementeer.

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: The South African wine industry has rich traditions, human and knowledge resources and ideal climatic conditions for producing wines. South Africa's wines ought to be a strong contestant on the overseas market; however, this is not the case. To complicate the matter further, the market is changing even while the South African wine industry is attempting to understand the global scenario. Wine producers are faced with numerous challenges: overproduction, a changing consumer demand, increased competition between the old and new wine countries and an increased effect of marketing and branding - all of which have an influence on the strategy that should be followed. This research project investigates selected South African wineries in order to determine if their strategies, management systems and processes are geared towards creating a globally market-oriented and competitive company. The document will focus on the wineries' strategies and will continue to compare the strategy to that suggested by Winetech's Vision 2020. The methodology followed was to do a literature study of the current status of the South African wine industry, which included looking at strategy, marketing and general information regarding the wine industry. Top management members of five wineries were interviewed by means of a questionnaire. The Winetech Vision 2020 document was used as a guideline in structuring the questionnaire. The questions focused on the wineries' wine strategy and the methods or processes the wineries are following to achieve their strategy. The study found that globaJisation has seen the power of buyers increasing to the point where it is forcing suppliers to change the way they do business - that is to become market-oriented. External forces have forced the wine industry to take a stringent look at itself and how it conducts business; as how it can, in fact, deliver consistent quality brands cost-effectively. Globalisation forced the industry to see that, though it may have many strengths such as good human capital, terroir, technology, good winemaking practices, established brands and innovative products, there are some weaknesses, namely inconsistent quality of product and service, lack Designing a market orien8iion for South African Wineries of marketing and business expertise and a lack of finance, which can potentially harm or threaten its business in the global arena. South Africa will have to make some adaptations to satisfy the market demand. This will require, among other things, changing vineyards to include more premium varietals and red wines and being innovative regarding new products and new markets. Besides focusing on the domestic market, the industry will have clearly to understand the segment it is serving to be able to deliver exactly what it demands. The industry has seen some positive changes and is definitely starting to move towards producing what the market demands, which, combined with the favourable exchange rate, is one of the reasons why exports are increasing. On the other hand, there still seems to be a lack of quality regarding distribution and logistics, marketing, finance, government support, human capital and a strong South African brand. Recommendations are made as to how quality can be sustained on all levels of the value chain. This means that strong strategic change management is required to offer consistent quality of product and service - the underlying factors in the creation of a sustainable, globally competitive brand. / AFRIKAANSE OPSOMMING: Die Suid-Afrikaanse wynindustrie het ryk tradisies, menslike bronne en kennisbronne en die ideale klimaat vir die produksie van wyn. Suid-Afrikaanse wyn behoort 'n baie sterk kompeteerder op die internasionale mark te wees en tog is dit nie die geval nie. Die situasie word gekompliseer deur die feit dat die mark besig is om te verander terwyl die Suid-Afrikaanse industrie probeer om die globale scenario te verstaan. Wynprodusente staar vele uitdagings in die gesig naamlik: oorproduksie, 'n verbruikers aanvraag wat verander, verhoogde kompetisie tussen die ou en nuwe wynlande en die verhoogde effek van bemarking en handelsmerke. Hierdie navorsingsprojek ondersoek geselekteerde Suid-Afrikaanse wynverkopers om vas te stel of hulle strategiee, bestuursisteme en prosesse gerat is om 'n firma te vestig wat globaal markgerig en kompeterend is. Die dokument fokus op die wynverkopers se strategie and vergelyk dit met dit wat voorgestel word in die Winetech Visie 2020 dokument. Die metodologie wat gevolg is, was om 'n literatuurstudie te doen oor die huidige stand van die Suid-Afrikaanse wynindustrie - dit sluit in om te kyk na strategie, bemarking en algemene inligting aangaande die bedryf. Daama is daar onderhoude gevoer met die topbestuur van vyf wynverkopers na aanleiding van 'n vraeboog wat gestruktureer is rondom die Winetech Visie 2020 dokument. Die vrae het gefokus op die wynverkopers se strategie en die metodes wat gevolg word om hulle strategie te bereik. Die studie het bevind dat globalisering die mag van verkopers so sterk gemaak het dat dit verskaffers forseer om te kyk na die manier waarop hulle besigheid doen - om markgerig te raak. Eksterne kragte het die wynindustrie forseer om nousluitend te kyk na hoe hulle besigheid doen; na hoe hulle handelsmerke met konstante kwaliteit koste effektief kan lewer. Globalisering het die industrie forseer om te sien dat, hoewel dit baie sterk punte, 5005 menslike kapitaal, terroil; tegnologie, goeie wynmaakprosesse, gevestigde handelsmerke en innoverende produkte, het, daar oak bale swakhede is. Dit sluit in onkonsekwente kwaliteit in beide die produk en diens, De.o;fgning a market orientation for South African Wineries 'n tekort aan finansiele ondersteuning en bemarkings- en besigheidskundigheid. Hierdie swakhede bedreig tans hulle besigheid in die internasional mark. Suid-Afrika sal 'n paar aanpassings moet maak am die mark se aanvraag te bevredig. Dit sluit in am wingerde te verander am meer premium varieteite en raoi wyne in te sluit en innoverend te wees rakende produkte en markte. Behalwe dat hulle sal moet fokus op die binnelandse mark, sal die industrie ook moet leer am die segmente wat hulle bedien deeglik te verstaan am sodoende te kan lewer wat die segmente vra. Die industrie het al positiewe verandering ondergaan sedert 1997 en is besig am te begin produseer wat die mark vra. Laasgenoemde, in kombinasie met die gunstige wisselkoers, is die rede waaram uitvoere aan die toeneem is. Aan die ander kant is daar steeds 'n tekort aan kwaliteit rakende verspreiding, logistieke, bemarking, finansies, regeringsondersteuning en 'n sterk Suid-Afrikaanse handelsmerk. Die aanbevelings wat gemaak is, dui aan hoe kwaliteit op aile vlakke van die waardeketting volgehou kan word . . Dit dui oak aan dat sterk strategiese bestuur nodig is om konstante kwaliteit te verseker in die praduk en diens - die

Thesis (MBA)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: The wine industry in South Africa has the potential to produce wine of world-class quality, but simultaneously large volumes of inferior quality wine are produced annually and sold in the market in cheap, low-quality packaging, making up the bottom end of the alcoholic beverage market. The study investigated the South African wine industry to determine where the industry is headed. The document focussed on inexpensive wine that is sold in cheap packaging to determine who drinks it and what the effect is on the wine industry. The methodology followed was to perform a literature study of the current situation of the South African wine industry. Personal interviews were conducted with members of wineries and companies to determine if the sales of foil bags influenced the sales on their products. The study found that the packaging, in which the inexpensive wine is sold is not the problem, but rather the quality of the wine that goes into the cheap packaging. The banning of wine sold in foil bags from the market in July 2005 shows a commitment from the industry to improve the image of the industry. It will, however, not solve the social problem of alcohol abuse in South Africa, as the profile of the inexpensive wine drinker indicated that if cheap wine is not available, they would change to any other form of cheap alcohol that is available. It is recommended that the quality of the products sold in cheap packaging must be improved. To improve the quality of the product, quality standards must be put into place in the industry that suppliers must adhere to. Policing in the industry needs to be improved to ensure that everybody adheres to the regulations. The industry must help with policing by mobilising industry resources. / AFRIKAANSE OPSOMMING: Die Suid-Afrikaanse wynindustrie het die potensiaal om wyn van wêreldklas gehalte te produseer. Tesame hiermee word wyn van lae kwaliteit jaarliks geproduseer wat in goedkoop, lae kwaliteit verpakkings in die mark verkoop word. Dit maak die laagste deel van die alkoholiese mark uit. Die navorsing het gekyk na waar die Suid-Afrikaanse wyn industrie heen op pad is. Die dokument het gefokus op die goedkoop wyn wat verkoop word in goedkoop verpakkings, om te bepaal wie dit drink en wat die effek daarvan op die mark is. Die metodologie wat gevolg is, was om 'n literatuur studie te doen van die huidige situasie in die Suid-Afrikaanse wynindustrie. Persoonlike onderhoude met lede van kelders en maatskappye is gedoen om te bepaal of die verkope van goedkoop wyn in goedkoop verpakkings enige invloed het op hulle markte. Die studie het gevind dat die verpakkings waarin die goedkoop wyn verkoop word nie soseer die probleem is nie, maar eerder die kwaliteit van die wyn wat in die goedkoop verpakking gebruik word. Die verbod op die verkope van wyn in papsakke vanaf Julie 2005 wys die verbintenis van die industrie om die beeld van die industrie te verbeter. Dit sal egter nie die sosiale probleem in Suid-Afrika oplos nie, aangesien die profiel van die goedkoop wyndrinker aandui dat wanneer goedkoop wyn nie beskikbaar is nie, hulle enige ander vorm van goedkoop alkohol sal drink wat wel beskikbaar is. Dit word aanbeveel dat die kwaliteit van die produk wat in goedkoop verpakkings verkoop word, verbeter word. Om die kwaliteit van die produk te verbeter moet daar kwaliteitstandaarde in plek wees waaraan die verskaffers moet voldoen. Polisiëring in die industrie moet verbeter word om te verseker almal aan die regulasies voldoen. Die industrie moet help met polisiëring deur die mobilisering van industrie hulpbronne.

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: This study investigates the South African Wine industry as a viable market for CHEP SA (Pty) Ltd, using standardised pallet configurations, in the distribution of wine products. The study focuses on the global alcoholic beverage industry and how the South African wine industry is integrated within these markets. The global wine industry has experienced a decline in consumption since 1980, along with a number of changes in the way wine has been marketed. Means of marketing and consumption may vary from country to country, and remains a critical factor of consideration for CHEP SA. The results of the study indicates that in order for CHEP SA to successfully penetrate this market, CHEP SA will need to integrate themselves into the supply chain of the industry and to develop a better understanding of the global wine market. Results of interviews conducted and analysis of the industry indicates, that the market consists of a large number of producers in an industry, which is highly fragmented and uncoordinated. These producers and exporters are in the process of establishing a strategy, which will consolidate the industry and pursue the global wine industry. The identification of global export trends and markets in the alcoholic beverage industry, such as the gradual shift from European markets to North American and Asian markets provides CHEP SA with a clearer understanding of what future distribution and service requirements are needed. The importance of the retailer as well as branding in the wine industry has been identified as two critical factors which require more attention by market participants who wish to provide secondary products and services in the industry like CHEP SA. / AFRIKAANSE OPSOMMING: Hierdie studie ondersoek die Suid Afrikaanse wynbedryf as 'n lewensvatbare mark waar CHEP SA (Pty) Ltd, sy standaard draagplate kan gebruik in die verspreiding van wynprodukte. Die studie fokus in die geheel op die totale alkaholiese drank bedryf en hoe die Suid Afrikaanse wynbedryf homself integreer in hierdie wêreldmarkte. Die wêreld se wynbedryf ervaar sedert 1980 'n afname in gebruik en dit gaan gepaard met verskeie veranderinge in maniere waarop die produkte bemark word. Hierdie gebruiksyfers en bemarkingstegnieke mag verskil van land tot land, maar bly uiters belangrike faktore wat CHEP SA in oorweging sal moet neem. Die uitslag van hierdie studie toon dat vir CHEP SA om met sukses die mark toe te tree, hulle genoodsaak sal wees om hulself ten volle te integreer met die aanvoerketting van die bedryf asook 'n baie beter begrip te hê van die wêreld se wynbedryf. Die resultate van onderhoude gevoer met industrie kenners toon daarop dat die berdyf uit 'n groot hoeveelheid en hoogs gefragmenteerde en ongeköordineerde groep produsente bestaan. Hierdie produsente en uitvoerders is huidiglik in die proses om 'n strategie vas te lê, wat die industrieë sal verenig om die wêreldwynbedryf te kan aandurf. Die identifiseering van wêreld uitvoer tendensies en markte van die alkoholisie drankbedryf soos byvoorbeeld die geleidelike verskuiwing van die Europese markte na die Noord Amerikaanse en Asiatiese markte, verskaf CHEP SA 'n baie duideliker begrip vir die toekomstige vereistes wat benodig sal word met betrekking tot verspreiding en dienslewering. Die belangrikheid van die kleinhandelaar asook die gebruik van handelsmerke in die wynbedryf word geidentifiseer as twee van die mees belangrikste faktore wat aandag sal moet geniet deur markspelers wat graag sekondere produkte en dienste wil verskaf in die industrie soos CHEP SA.

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: The sharp decline in the brandy market since 1997, together with a world wide focus towards the production and marketing of quality wines and brand building, as driven by changing market preferences, served as a wake-up call to South African producers to adjust their strategy to accommodate this international trend. Given the stagnant nature of the domestic market for high price wines in South Africa, growth prospects through the investment in marketing and brand building of higher price wines is very limited in South Africa, and South African wine producers wishing to pursue growth is left with no other option but to embark on an overseas marketing initiative. A large amount of cellars wishing to start focusing on the marketing of their wines outside the borders of South Africa don't possess the knowledge and skills to tackle such an initiative. This study project aims to assist the prospective wine exporter in the process of initiating and executing a strategic export initiative. Specific focus is placed on the importance of the optimisation of the total value chain. / AFRIKAANSE OPSOMMING: Die skerp afname in die brandewyn mark sedert 1997, tesame met 'n wêreldwye fokus op die produksie en bemarking van kwaliteit wyne en die bou van handelsmerke, soos gedryf deur veranderde mark voorkeure, het gedien as bewusmaking vir Suid-Afrikaanse produsente om hul strategieë aan te pas om hierdie internasionale tendens te akkommodeer. Gegewe die stagnante karakter van die binnelandse mark vir hoë prys wyne in Suid-Afrika, is groei vooruitsigte deur die belegging in bemarking en die bou van handelsmerke van hoër prys wyne baie beperk in Suid-Afrika, en Suid- Afrikaanse wyn produsente wat groei wil nastreef, word gelaat met geen ander opsie as om 'n oorsese bemarkings inisiatief te onderneem nie. 'n Groot aantal kelders wat wil begin fokus op die bemarking van hul wyne buite die grense van Suid-Afrika beskik nie oor die kennis en vaardighede om so 'n inisiatief aan te pak nie. Hierdie studieprojek streef daarna om die voornemende wynuitvoerder behulpsaam te wees in die proses van inisiëring en uitvoering van 'n strategiese uitvoer inisiatief. Spesifieke fokus word geplaas op die belangrikheid van die optimalisering van die totale waardeketting.

This study explores fair trade in the South African wine sector. It was motivated by different opinions with regard to fair trade products and the international trading system, as well as personal interest in how to improve the lives of the workers in the South, especially women. Although more fair trade would not improve the lives of all the poor people in countries in the South, it can be a beginning of ending this major problem as well as making the international trading system more equal. Although this study was limited by time and length, it gives the reader an insight in how production of fair trade wine in South Africa is different than other non-fair trade production. / Thesis (M.Dev.Studies)-University of KwaZulu-Natal, Durban, 2009.

M.Tech. Business Administration. Business School. / The Cape Grape/Wine Industry has developed into an international industry renowned for producing some of the world's best grapes and wines. This industry is under constant threat from pests and diseases which have to be managed to remain competitive. Within this ever changing agricultural environment, the producers of crop protection products uses specific strategies to enter and capture the market with innovative new products. Agents/representatives as well as Grape growers were surveyed by means of a questionnaire to establish the needs, expectations, risks, knowledge and various other criteria that are required for an Agro-Chemical company like Bayer CropScience to be the supplier of choice of crop protection products to the industry by providing the best solutions to agents and growers alike.

Mini-thesis submitted in partial fulfilment of the requirements for the degree MASTER OF TECHNOLOGY: MARKETING MANAGEMENT in the Faculty of Business at the Cape Peninsula University of Technology 2010 / This study examines the validity of the mystery shopper research method, which was applied in the context of wine tourism. In the process of achieving this objective, the service quality of selected wine estates along the Stellenbosch Wine Route (SWR) was also established. Furthermore, the findings reveal whether this research method is beneficial to facilitate customer relationships. Wine tourism is considered a special interest tourism that has received heightened global attention in the past decade, both practically and academically. This growth is also mirrored domestically, as wine tourism is one of the major attractions in the Western Cape. Since 2006, the number of wine estates in the Stellenbosch region rose by 12.3%, resulting in more than 140 wine estates that are currently available. This ultimately means that there are more wine estates, which all compete for the same customer base, and this increases competitiveness. Moreover, being a relatively homogenous product offering, with the key differential point being the actual winescape, it is important that wine estates focus on delivering superior service quality in order to achieve competitive advantage. This also calls for a need to systematically test service quality and procedures to ensure that desired levels are maintained. The research methodology that was used is exploratory in nature, comprising of two in-depth interviews and sixteen mystery visits via judgmental sampling. The mystery visits were conducted at the Stellenbosch Hills and Bottelary Hills sub-routes. One popular and one less recognised wine estate per sub-route were observed. Findings showed that service quality at these estates are generally high, yet experiences at all estates were vastly different. The most important discovery is that the concept of mystery visitors is, in fact, an appropriate vehicle to assess service quality and to facilitate customer relationships. This method was successful in identifying the source of problems that led to sub-optimal performance, which allowed for corrective action to be taken. As a result, the service quality of the estates can be further increased to ensure a perfect experience on each occasion, which, over time, builds the reputati~n of the wine estate. Ultimately, this research has demonstrated that mystery visitors can be applied in the context of tourism on both an individual and collective scale. Key words: wine tourism, special interest tourism, wine tourists, Western Cape, Stellenbosch, Stellenbosch Wine Route, service quality, research method, mystery shopper and mystery visitor.

There are thousands of different wine brands available and wineries have to build a relationship with their customers, a relationship that will create a long-lasting experience. The relationship starts with the first interaction they have with the winery (Alonso et al 2008:978). Visitors to the tasting room create the opportunity to build long-term relationships (O’Neill & Charters 2000:113; Nowak & Newton 2006:157), build and develop brand loyalty (Dodd & Gustafson 1997:43), increase wine sales (Gilinsky et al 2003:18), and improve cash flow (Jago & Issaverdis 2001:18). The subject of repurchasing intentions in the wine industry has attracted the attention of numerous researchers; in particular, the connection between winery visits, brand loyalty and post-visit consumer behaviour (Nella & Christou 2010:2). Nederburg is one of the most prestigious South African wine estates, with a deep-rooted history in South Africa as one of the biggest wine brands. It is 100% owned by wine and spirits giant Distell and presents an ideal case for investigating the influence of the relationship between quality, customer satisfaction and price on repurchasing intentions in the South African wine industry. The purpose of this research was to determine whether the tasting room experience, in combination with a quality product, good pricing and customer-focused operations, leads to higher customer satisfaction and repurchase intentions. The present study indicates that the South African wine industry faces many challenges but it also highlights the various opportunities there are for wine estates to not only increase their sales but also to build long-lasting relationships with consumers. The study concludes with recommendations to the South African wine industry on how to improve their tasting room environment so that they can benefit from the relationship between wine quality, wine price, customer satisfaction and repurchasing intentions.