Purpose
This paper analyses the use of marketing metrics and marketing information and metrics contained in 2006/7 annual reports of companies listed on the Johannesburg Stock Exchange. The
assumption is that the annual reports are the vehicle whereby listed companies communicate to
their shareholders and other stakeholder constituencies.
Methodology
The assessment criteria is based on Ambler’s (2003) suggested marketing metrics and qualitative
data is based on a checklist compiled from various academic sources. The elements which are
assessed pertain to brand equity, other customer metrics, segmentation, competition, innovation
and environmental and strategic aspects. The information obtained is compared to information
required by investors and rating is done based on a grand total maturity.
Findings
Research results indicate that the use of quantitative metrics and qualitative data is very limited.
The majority of companies display a lack of information pertaining to marketing. The results reflect
a bi-modal tendency. Half (53%) of the companies do not provide any or poor information on their
brand whereas 26% of companies supplied good and excellent information. The grand total score
indicates that nearly two thirds (60%) of companies obtain a score of less than 50%, providing
insufficient information. On the other hand, 27% of companies provide good and excellent
information. Segmentation metrics are generally not reflected in annual reports, neither are
competitors. Innovation and environmental aspects influencing market trends are covered by two
thirds, however a third provides insufficient information. Other findings include that no standard
reporting format exists. Information pertaining to marketing is spread throughout the annual reports.
None of the companies provide a glossary of marketing definition or brand terminology.
Research implications
More in-depth research needs to be conducted on various industry sectors and amongst investors
as to their needs.
Originality/ value
The paper is of value to corporate executives, marketing and communication practitioners who
seek to improve communication and to convey optimal information for the investment community.
The aim is to stimulate executive management to revise their relationship towards customers, the
brand, marketing strategy and investors. / Graduate School of Business Leadership / MBL
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/136 |
| Date | January 2007 |
| Creators | Gartz, Hilke |
| Contributors | Venter, Peet, 1964- |
| Publisher | University of South Africa |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Research Report |
| Format | 1 online resource (156 leaves) |
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