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.