Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: This study investigates the South African Wine industry as a viable market for CHEP SA
(Pty) Ltd, using standardised pallet configurations, in the distribution of wine products. The
study focuses on the global alcoholic beverage industry and how the South African wine
industry is integrated within these markets.
The global wine industry has experienced a decline in consumption since 1980, along with a
number of changes in the way wine has been marketed. Means of marketing and consumption
may vary from country to country, and remains a critical factor of consideration for CHEP
SA.
The results of the study indicates that in order for CHEP SA to successfully penetrate this
market, CHEP SA will need to integrate themselves into the supply chain of the industry and
to develop a better understanding of the global wine market. Results of interviews conducted
and analysis of the industry indicates, that the market consists of a large number of producers
in an industry, which is highly fragmented and uncoordinated. These producers and exporters
are in the process of establishing a strategy, which will consolidate the industry and pursue
the global wine industry.
The identification of global export trends and markets in the alcoholic beverage industry, such
as the gradual shift from European markets to North American and Asian markets provides
CHEP SA with a clearer understanding of what future distribution and service requirements
are needed.
The importance of the retailer as well as branding in the wine industry has been identified as
two critical factors which require more attention by market participants who wish to provide
secondary products and services in the industry like CHEP SA. / AFRIKAANSE OPSOMMING: Hierdie studie ondersoek die Suid Afrikaanse wynbedryf as 'n lewensvatbare mark waar
CHEP SA (Pty) Ltd, sy standaard draagplate kan gebruik in die verspreiding van
wynprodukte. Die studie fokus in die geheel op die totale alkaholiese drank bedryf en hoe die
Suid Afrikaanse wynbedryf homself integreer in hierdie wêreldmarkte.
Die wêreld se wynbedryf ervaar sedert 1980 'n afname in gebruik en dit gaan gepaard met
verskeie veranderinge in maniere waarop die produkte bemark word. Hierdie gebruiksyfers
en bemarkingstegnieke mag verskil van land tot land, maar bly uiters belangrike faktore wat
CHEP SA in oorweging sal moet neem.
Die uitslag van hierdie studie toon dat vir CHEP SA om met sukses die mark toe te tree, hulle
genoodsaak sal wees om hulself ten volle te integreer met die aanvoerketting van die bedryf
asook 'n baie beter begrip te hê van die wêreld se wynbedryf. Die resultate van onderhoude
gevoer met industrie kenners toon daarop dat die berdyf uit 'n groot hoeveelheid en hoogs
gefragmenteerde en ongeköordineerde groep produsente bestaan. Hierdie produsente en
uitvoerders is huidiglik in die proses om 'n strategie vas te lê, wat die industrieë sal verenig
om die wêreldwynbedryf te kan aandurf.
Die identifiseering van wêreld uitvoer tendensies en markte van die alkoholisie drankbedryf
soos byvoorbeeld die geleidelike verskuiwing van die Europese markte na die Noord
Amerikaanse en Asiatiese markte, verskaf CHEP SA 'n baie duideliker begrip vir die
toekomstige vereistes wat benodig sal word met betrekking tot verspreiding en dienslewering.
Die belangrikheid van die kleinhandelaar asook die gebruik van handelsmerke in die
wynbedryf word geidentifiseer as twee van die mees belangrikste faktore wat aandag sal moet
geniet deur markspelers wat graag sekondere produkte en dienste wil verskaf in die industrie
soos CHEP SA.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52655 |
| Date | 12 1900 |
| Creators | Barnard, Bret |
| Contributors | Nel, C., 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 | 64 p. : ill. |
| Rights | Stellenbosch University |
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