Thesis (MPhil)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: The implementation of the Marketing of Agricultural Products Act of 1996 resulted in the
deregulation of the South African fruit industry in October 1997. This led to independent
decision-making regarding the marketing of export products by a host of deciduous fruit
producers and exporters. No longer were the producers controlled by a monopoly. The
deregulation challenged the inflexible single-channel fruit pooling marketing structure of
the past and exposed domestic producers and exporters to the competitive global fruit
market. By implication this translated into a need to become globally competitive in the
interest of growing market share. The focus of this new marketing system is to give the
producer the opportunity to export high quality fruit and earn an associated premium for
his products, and to strengthen his brand and reputation through these efforts. The
deregulation also provided the opportunity for independent fruit growers to influence the
optimisation of the value chain, in the interest of lower costs and improved customer
service. The market has since changed from supply (stock "push") to demand driven
(stock "pull"). It is now imperative that the various producers and exporters provide an
efficient supply chain in order to satisfy the end user demands. A consequence of this
would be the increase in deciduous fruit quality as a determinant of decidU<;ms fruit
demand. Market research was conducted to determine the impact that deregulation has
had on South Africa's deciduous fruit industry and to establish the degree to which
Portnet should transform to accommodate this changing and deregulated environment.
In summary, deregulation has created many opportunities for South African fruit
producers and exporters in the domestic and international markets. The only impediment
is whether the new logistical structures will be able to reduce costs and improve profit
margins, particularly now that economies of scale have been dissipated. Customer service
may improve, but at what cost? / AFRIKAANSE OPSOMMING: Die implementering van die Bemarkingswet van Landbouprodukte in 1996 het gelei tot
die deregulering van die Suid-Afrikaanse vrugtebedryf in Oktober 1997. Die gevolg
hiervan was die onafhanklike besluitneming ten opsigte van die bemarking van uitvoerprodukte
deur 'n groep sagtevrugteprodusente en -uitvoerders. Die produsente is nie
langer deur 'n monopolie beheer nie. Die deregulering het die onbuigbare een-kanaal
vrugtebemarkingstruktuur van die verlede opsy geskuif en binnelandse produsente en
uitvoerders die geleentheid gebied om deel te word van die kompeterende intemasionale
vrugtemark. Dit het by implikasie aanleiding gegee tot 'n behoefte om intemasionaal
mededingend te wees in die belang van 'n groeiende markaandeel. Die fokus van hierdie
nuwe bemarkingstelsel is om die produsent die geleentheid te gee om hoe kwaliteit
vrugte uit te voer en die meegaande hoe premie vir sy produkte te verdien, asook om sy
handelsmerk en reputasie sodoende te vestig. Die deregulasie het ook die onafhanklike
vrugteprodusente die geleentheid gegee om seggenskap in die optimisering van die
waardeketting te kry wat tot laer koste en verbeterde klientediens gelei het. Sedertdien
het die mark verander vanaf 'n aanbodmark na 'n vraaggedrewe mark. Dit is nou uiters
belangrik dat die verskillende produsente en uitvoerders 'n effektiewe
voorsieningsnetwerk skep om in die eindverbruikers se behoeftes te voorsien. Die gevolg
sou 'n toename in die gehalte van sagtevrugte wees, wat weer belangrike determinant van
die sagtevrugte vraag is. Marknavorsing is gedoen om die impak van die deregulasie op
die Suid-Afrikaanse sagtevrugtebedryfvas te stel. Wat ook vasgestel moes word, was die
mate waartoe Portnet moet transformeer om in die veranderde en gedereguleerde
omgewing te funksioneer.
Om op te som, deregulering het verskeie geleenthede vir Suid-Afrika se vrugteprodusente
en uitvoerders in die binnelandse en intemasionale markte geskep. Die enigste vraag is
of die nuwe logistieke strukture wel koste sal verminder en winsmarges sal verhoog,
veral noudat skaalvoordele nie meer van toepassing is nie. Klientediens sal verbeter,
maar teen watter koste?
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/51944 |
| Date | 03 1900 |
| Creators | Kruger, Karen Lisa |
| Contributors | Van Niekerk, H. C., Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Logistics. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 96, 4 p. : ill. |
| Rights | Stellenbosch University |
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