Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: The buying and reading patterns of book lovers have changed dramatically over the
past decade. The effects of a shrinking reading market are far-reaching: tough(er)
competition not only affects the profitability of the industry, but also places increasing
pressure on sustainable growth over the long tenm. Hence the aim of this
investigation: (0 identify publishing strategies that could counter these tendencie. .. -
with reference to a study comparing the situation in the Netherlands and in South
Africa.
Michael E. Porter's model offers a useful framework for the critical assessment of
international patterns in the publishing world. Changing client needs result in books
competing all the more intensely with other forms of entertainment for disposable
rands. However, in this struggle for survival the inherent value of books is being
destroyed by too low profit margins. Porter's model also fits local tendencies, such as
stiffer competition from overseas role players for whom geographical expansion to
developing countries is the only way to attain and keep market share.
An analysis of the Dutch industry presents three strategic choices: market domination,
variety-based positioning or needs-based positioning. Within the context of the South
African industry the conclusions of this study could find valuable applications,
especially for the publishers in the NB group:
• Market domination is not a viable strategy for a local publisher in South Africa.
The competition offered by imported books (with a market share of 73%) is too
strong.
• Radical technological development demands a multi-media approach. Although
the success of this strategy has not been adequately demonstrated, large-scale
investment by new ventures in the Dutch industry underlines the necessity to
investigate possibilities.
• Although NB Publishers have lead the Afrikaans niche market with literature of
high quality for decades, this segment is threatened by the increasingly important
role of English, as well as the wide variety of world literature available in local
bookshops. Moreover, profit from the Afrikaans niche market is being further
eroded by foreign publishers establishing local imprints in South Africa and luring
top writers. IT NB Publishers wish to maintain the lead in this market segment,
they have to implement a strategy that not only guarantees quality, but manages to
draw and keep the best writers and editors. Further hereto, specific actions need to
be launched to develop the Afrikaans niche market.
• In the relatively small South African market focus on future growth is essential.
This given demands by implication a strategy that develops the underutilized
potential of the black middle class.
• All leading publishers in South Africa have a social responsibility to promote the
reading, writing and availability of books, and strategies to this effect need to be
coordinated with those of the Government. / AFRIKAANSE OPSOMMING: Boekliefhebbers se koop- en leespatrone het in die afgelope dekade dramaties
verander. Die gevolge wat 'n krimpende lesersmark inhou, is verreikend: Strawwe(r)
mededinging beinvloed nie net die winsgewendheid van die industrie nie, maar plaas
ook toenemend druk op langtermynvooruitsigte van volhoubare groei. Daarom wil
hierdie ondersoek - aan die hand van 'n vergelykende studie tussen Nederland en
Suid-Afrika - uitgewerstrategiee vind wat hierdie tendense kan teewerk.
Michael E. Porter se model bied 'n handige raamwerk waarbinne internasionale
patrone in die uitgewerswereld krities beskou kan word, o.m. klantbehoeftes wat
verander sodat boeke al sterker moet meeding om besteebare rande naas ander vorme
van vermaak, terwyl die inherente waarde van boeke in 'n stryd om oorlewing
vernietig word deur te lae pryspunte. Ook plaaslike tendense pas binne hierdie model,
byvoorbeeld strawwer mededinging van oorsese rolspelers vir wie geografiese
uitbreiding na ontwikkelende lande die enigste manier is om markaandeel te wen en te
behou.
'n Analise van die Nederlandse industrie bring drie strategiese keuses na vore:
markdominansie, variteit-gebaseerde, of behoefte-gebaseerde posisionering.
Gevolgtrekkings uit die ondersoek kan - binne die konteks van die Suid-Afrikaanse
bedryfsomgewing - waardevolle toepassings vind, veral by die NB-Uitgewersgroep:
• Markdominansie is geen strategiese koers vir 'n plaaslike uitgewer in Suid-Afrika
nie. Die mededinging van ingevoerde boeke (met 'n markaandeel van 73%) is te
sterk.
• Ingrypende tegnologiese ontwikkelinge vereis 'n multi-mediale aanpak. Hoewel
die sukses van hierdie strategiese keuse nog nie genoegsaam bewys is nie,
beklemtoon grootskaalse beleggings deur nuwe ondernemings in die Nederlandse
industrie die noodsaak om moontlikhede te ondersoek.
• Alhoewel NB-Uitgewers vir dekades in die Afrikaanse nismark die markleier was
met literatuur van hoë gehalte, word hierdie segment bedreig deur die rol van
Engels wat toenemend belangriker word, asook die wye verskeidenheid van
wereldliteratuur wat in plaaslike boekwinkels beskikbaar is. Daarby word wins uit
die Afrikaanse nismark verder weggekalwe deurdat buitelandse uitgewers
plaaslike drukname in Suid-Afrika vestig en topskrywers wegrokkel. lndien NB-Uitgewers
steeds die voortou wil neern in hierdie marksegment, moet 'n strategie
geimplementeer word wat nie net gehalte waarborg nie, maar ook topskrywers en
redaksionele talent werf en behou. In aansluiting hierby moet spesifieke aksies
geloods word om Afrikaans as nismark uit te bou.
• In die relatief klein Suid-Afrikaanse mark is 'n gerigtheid op toekomstige groei
noodsaaklik. By implikasie vra hierdie gegewe om 'n strategie waarin die
onbenutte potensiaal van die swart middelklas ontgin kan word.
• Alle leidende uitgewers in Suid-Afrika het 'n sosiale verantwoordelikheid om
lees, skryf en die beskikbaarheid van boeke te bevorder, en hierdie strategiee
behoort met die van die regering gekoordineer te word.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50329 |
| Date | 12 1900 |
| Creators | Barnard, Riana |
| Contributors | Van Zyl, Hannes, Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | af_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 126 p. |
| Rights | Stellenbosch University |
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