Doctor Educationis / Independent Radio and Appliance retailers face very strong competition
from chain groups, discounters and hypermarkets. These
organisations rely on bulk-buying and negotiated deals to elicit
favourable terms from suppl iers. Due to the volume of their turnover
they can afford to work on lower profi t margins than the
independent operator. Large marketing organisations also benefit
from economi es of seal e in adverti si ng and promoti ons. In short
the 1arge groups have a di fferenti al advantage over the small er
i ndependents i n that thei r cost of sales and overhead structure is
generally lower.
The purpose of this study is to develop a marketing strategy for
independent radio and appliance retailers which will enable them to
survive, grow and trade profitably under current highly competitive
conditions.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uwc/oai:etd.uwc.ac.za:11394/7812 |
| Date | January 1982 |
| Creators | Venter, J |
| Contributors | van de Byl Smuts, Michael |
| Publisher | University of the Western Cape |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Rights | University of the Western Cape |
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