In this study on product development and positioning in the hunting industry in the Eastern Cape, two conceptual frameworks were developed, based on a literature study. These positioning and product development concepts were tested against primary and secondary information gathered about the hunting industry. The game and hunting industries were in a strong growth phase at the time of this study. These industries are playing an increasingly important role in the economy of the Eastern Cape, and more and more agricultural land is utilised for game ranching. From the perspective of obtaining a competitive advantage in an increasingly competitive environment, it is therefore important for hunting providers to develop suitable products, and to position these products correctly. It is also important to investigate the characteristics of the game and hunting industries in the Eastern Cape and to get information about the characteristics of the market in which product development and positioning take place. Hunting is the most important form of game utilisation in the Eastern Cape, followed by cropping of game and live game sales. At the time of this study, the total value of the game utilised annually in the Eastern Cape was in excess of R168 million. Game utilisation seemed to be taking place on a sustainable basis, as the number of animals utilised annually was less than the annual production. Kudu and springbok provide the biggest total income, and, together with mountain reedbuck, are the most abundant species in the Eastern Cape. The main game-producing areas in the Eastern Cape coincide with the areas where extensive beef, sheep and goat farming are practised. The hunting products on offer from hunting providers, differ in certain ways. Aspects like price, type of hunting provided, game species available for hunting, terrain where hunting takes place, and various other aspects in connection with the hunt, differ from hunting provider to hunting provider. Characteristics of the hunting experience that hunters desire may be divided into core and variable elements. The core elements include: · the conditions pertaining to the hunt being spelt out clearly; · the maintenance of safety standards; · reasonable day fees; · the presence of game in sufficient numbers; and · other aspects generally desired by hunters. In the study it was found that the needs of hunters also differ regarding certain aspects of the hunting experience. These variable elements include price levels, type and availability of accommodation, and the role of the hunting provider. The core aspects that hunters desire are as a rule part of the product offering. From a product development perspective, the variable elements provide an opportunity to customise products to hunter needs. The inclusion or exclusion of variable elements from the product offering give rise to certain unique product features, and therefore provide the opportunity for product differentiation. After development, products are positioned firstly by selecting a market segment to focus on. Secondly, the needs of hunters in the target segment should be clearly identified, followed by the development of suitable products based on hunter needs, and taking into account the features of competitive offerings. Decisions should also be taken about the features to be included in the product offering to achieve product differentiation. After development of a suitable product, an image or brand should be chosen for the product, and this image should be effectively communicated to the market. A number of possible positioning options were identified for hunting providers. It was found that factors like the physical features of the ranch, available infrastructure, the market segment chosen, desires of the hunting providers, and the perception of the needs of hunters, eventually influence decisions about product development and positioning. The final decisions on positioning should take the core competencies of the hunting provider into account and should ensure that the hunting provider has the ability to fill the chosen position in the market.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:10894 |
| Date | January 2002 |
| Creators | Van Niekerk, Pieter du Preez |
| Publisher | Port Elizabeth Technikon, Faculty of Management |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Doctoral, DTech |
| Format | xxii, 286 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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