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.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52871 |
| Date | 12 1900 |
| Creators | Botha, Pieter Clemens |
| 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 | 125 p. : ill. |
| Rights | Stellenbosch University |
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