Thesis (MBA)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: After the deregulation of the South African deciduous fruit industry in 1997 an
unregulated grape marketing environment replaced the single channel marketing
system. Many new South African grape exporters were now involved in an
uncoordinated and uncooperative marketing environment. Each marketing
organisation implemented their own marketing plans resulting in an increase in
competition among South African suppliers.
The South African grape supplies originate from various production areas, each with
their unique characteristics and qualities, making it a very competitive environment.
South African grapes also share the various markets with other competing Southern
Hemisphere grape suppliers. This level of competition makes it very important for the
South African grape industry to have a uniform marketing strategy.
To achieve a uniform industry marketing strategy the industry has to develop a
common vision - to be the preferred table grape supplier in our target markets - that
forms the basis of developing a generic South African table grape marketing strategy.
A single vision gives the competitive export companies a common marketing
objective.
This study includes recommendations to industry stakeholders that will enable them
to formulate their own marketing strategy, all within the guidelines of the common
vision that is adjusted to the specific needs of their respective target markets. / AFRIKAANSE OPSOMMING: Na die deregulering van die Suid-Afrikaanse sagtevrugtebedryf in 1997 het 'n
ongereguleerde bemarkingsomgewing die enkelkanaalbemarking vervang. Verskeie
nuwe Suid-Afrikaanse tafeldruifuitvoerders was nou betrokke by 'n ongekoërdineerde
bemarkingsomgewing waar daar geen samewerking tussen uitvoerders was nie. Elke
bemarkingsagent het sy eie bemarkingsplan gevolg wat gelei het tot 'n toename in
kompetisie tussen Suid-Afrikaanse produsente.
Die Suid-Afrikaanse tafeldruiwe word in verskillende produksieareas geoes, elk met
hul unieke eienskappe en kwaliteite. Dit maak dit 'n baie kompeterende omgewing.
Die Suid-Afrikaanse druiwe kompeteer ook in die mark met ander Suidelike Halfrond
druiwe produsente. Met so 'n hoë vlak van kompetisie, is dit belangrik dat die Suid-
Afrikaanse industrie 'n eenvormige bemarkingstrategie het.
Om 'n eenvormige bemarkingstrategie vir die industrie te formuleer, moet die
industrie visie - om die voorkeurverskaffer van tafeldruiwe in ons teikenmarkte te
wees - die basis vorm vir die formulering van 'n generiese bemarkingstrategie vir
Suid-Afrikaanse tafeldruiwe. 'n Eenvormige visie bied vir die kompeterende
bemarkingsagente 'n gemene doelwit.
Hierdie werkstuk sluit aanbevelings in wat vir rolspelers leiding sal gee om hul eie
bemarkingstrategie te formuleer wat die doelwitte van 'n eenvormige visie
onderskryf, maar nog steeds die behoeftes van die onderskeie teikenmarkte aanspreek.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/53358 |
| Date | 12 1900 |
| Creators | Erasmus, George-Chatwind |
| Contributors | Loubser, S. S., Stellenbosch University. Faculty of Economic & Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 67 p. |
| Rights | Stellenbosch University |
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