A qualitative analysis of the need-satisfying experiences of the customers of a niche-restaurant
- Authors: Burger, John Michael
- Date: 2003
- Subjects: Consumer satisfaction , Diners restaurant -- Marketing , Customer loyalty
- Language: English
- Type: Thesis , Doctoral , DTech (Marketing)
- Identifier: vital:10767 , http://hdl.handle.net/10948/260 , Consumer satisfaction , Diners restaurant -- Marketing , Customer loyalty
- Description: Tradition dictates that marketing decision-makers remain accurately aligned with the dynamic and vacillating need structures of the target markets they serve. To comply with this caveat, a time-honoured and largely unchallenged philosophy of customer orientation has been applied. Theory further strongly contends that if such a business stance is vigilantly and diligently applied, any firm is bound to gain a competitive edge in the market place. A weakness in the above marketing mindset is the perception that when a spectrum of business elements are orchestrated and focussed on customers, target audience members will automatically be satisfied and return their patronage. This so-called marketing concept has undergone major reevaluations over the past decades, and it is now becoming ever more prevalent to witness varied permutations of new marketing architecture evolving in literature and practice. The unit of analysis selected for this research study is a niche restaurant that flouts many of the rudimentary traditional rules of marketing and iconoclastically succeeds despite all counter-logic. What such organisations have been practicing, albeit unknown to themselves, is a new way of business - a stance that has only recently been taken seriously by academics, writers and marketing professionals. These intuitive marketers are succeeding in niche businesses, despite going against the tide of the ingrained paradigm mindsets of conventional marketing stalwarts. Such niche business people have discovered is that there is more to satisfying consumer needs than simply honing in and understanding what the basic needs of designated audiences are. A growing band of new age marketers have been challenging orthodox marketing philosophy. Tofler, the visionary futurist, alluded to a host of unarticulated psychic consumer needs that would emerge as society drifted into a clinical and dispassionate ‘new’ millennium. In a world geared to instant gratification, fast-paced living and mechanistic social interactions, jaded consumers seek recognition as individuals (Tofler, 1970). They quest for inclusion rather than exclusion. They need a place to feel safe and find solace. Hence, it is now clear that simply attempting to satisfy the fundamental dimensions of consumers’ needs is no longer sufficient. Consumers rather seek the fulfilment of an holistic band of experience dimensions. Increasingly, phrases such as “winning consumer hearts and minds” are entering the vocabulary of marketers on a regular basis. The present vogue is to isolate and then include a range of intangible elements that are embodied in the process of satisfying customers needs. However, despite a growing awareness of the significance of mental-need satisfiers, in the specific domain of this investigation there is sparse evidence in literature of the mechanics of such novel thinking. The study unit is a second generation restaurant where many of the hollowed cornerstones of conventional marketing are inadvertently flouted. Different sets of rules of engagement seem to apply to their customers, who are also their most ardent advocates. A unique philosophy and business ethos also appears to prevail. In the study, the idiosyncratic characteristics which socially and competitively differentiate such a business were identified, explored and expiated. The constituents were then harmonised in an effort to establish what ‘it’ was that magnetically attracted patrons back despite the owner’s unintentional dismissive predisposition towards fundamental theory. As a result of this in-depth qualitative study, an holistic model encompassing all of the dimensions of a dining out experience at a niche restaurant have been proposed. Consequently the pillars upon which a sustained, enduring, loyal staunch customer base can be bed-rocked have been identified. Further, for the study unit, a typology of its diner corpse has been developed. The owners of the establishment under investigation have succeeded to provide an intimate family haven for their patrons. They, and their diners have collectively given strong, descriptive voice to the psychogenic need satisfying elements that have always existed, but to date have been unarticulated and unrecorded. This thesis brings the milieu of the iconoclast niche restaurant marketing practitioner to life.
- Full Text:
- Date Issued: 2003
- Authors: Burger, John Michael
- Date: 2003
- Subjects: Consumer satisfaction , Diners restaurant -- Marketing , Customer loyalty
- Language: English
- Type: Thesis , Doctoral , DTech (Marketing)
- Identifier: vital:10767 , http://hdl.handle.net/10948/260 , Consumer satisfaction , Diners restaurant -- Marketing , Customer loyalty
- Description: Tradition dictates that marketing decision-makers remain accurately aligned with the dynamic and vacillating need structures of the target markets they serve. To comply with this caveat, a time-honoured and largely unchallenged philosophy of customer orientation has been applied. Theory further strongly contends that if such a business stance is vigilantly and diligently applied, any firm is bound to gain a competitive edge in the market place. A weakness in the above marketing mindset is the perception that when a spectrum of business elements are orchestrated and focussed on customers, target audience members will automatically be satisfied and return their patronage. This so-called marketing concept has undergone major reevaluations over the past decades, and it is now becoming ever more prevalent to witness varied permutations of new marketing architecture evolving in literature and practice. The unit of analysis selected for this research study is a niche restaurant that flouts many of the rudimentary traditional rules of marketing and iconoclastically succeeds despite all counter-logic. What such organisations have been practicing, albeit unknown to themselves, is a new way of business - a stance that has only recently been taken seriously by academics, writers and marketing professionals. These intuitive marketers are succeeding in niche businesses, despite going against the tide of the ingrained paradigm mindsets of conventional marketing stalwarts. Such niche business people have discovered is that there is more to satisfying consumer needs than simply honing in and understanding what the basic needs of designated audiences are. A growing band of new age marketers have been challenging orthodox marketing philosophy. Tofler, the visionary futurist, alluded to a host of unarticulated psychic consumer needs that would emerge as society drifted into a clinical and dispassionate ‘new’ millennium. In a world geared to instant gratification, fast-paced living and mechanistic social interactions, jaded consumers seek recognition as individuals (Tofler, 1970). They quest for inclusion rather than exclusion. They need a place to feel safe and find solace. Hence, it is now clear that simply attempting to satisfy the fundamental dimensions of consumers’ needs is no longer sufficient. Consumers rather seek the fulfilment of an holistic band of experience dimensions. Increasingly, phrases such as “winning consumer hearts and minds” are entering the vocabulary of marketers on a regular basis. The present vogue is to isolate and then include a range of intangible elements that are embodied in the process of satisfying customers needs. However, despite a growing awareness of the significance of mental-need satisfiers, in the specific domain of this investigation there is sparse evidence in literature of the mechanics of such novel thinking. The study unit is a second generation restaurant where many of the hollowed cornerstones of conventional marketing are inadvertently flouted. Different sets of rules of engagement seem to apply to their customers, who are also their most ardent advocates. A unique philosophy and business ethos also appears to prevail. In the study, the idiosyncratic characteristics which socially and competitively differentiate such a business were identified, explored and expiated. The constituents were then harmonised in an effort to establish what ‘it’ was that magnetically attracted patrons back despite the owner’s unintentional dismissive predisposition towards fundamental theory. As a result of this in-depth qualitative study, an holistic model encompassing all of the dimensions of a dining out experience at a niche restaurant have been proposed. Consequently the pillars upon which a sustained, enduring, loyal staunch customer base can be bed-rocked have been identified. Further, for the study unit, a typology of its diner corpse has been developed. The owners of the establishment under investigation have succeeded to provide an intimate family haven for their patrons. They, and their diners have collectively given strong, descriptive voice to the psychogenic need satisfying elements that have always existed, but to date have been unarticulated and unrecorded. This thesis brings the milieu of the iconoclast niche restaurant marketing practitioner to life.
- Full Text:
- Date Issued: 2003
An evaluation of the social welfare policy of the Eastern Cape provincial government
- Authors: Plaatjies, René
- Date: 2003
- Subjects: Eastern Cape (South Africa) -- Social policy -- Evaluation , Social service -- South Africa -- Eastern Cape , Public welfare -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:10778 , http://hdl.handle.net/10948/d1011328 , Eastern Cape (South Africa) -- Social policy -- Evaluation , Social service -- South Africa -- Eastern Cape , Public welfare -- South Africa -- Eastern Cape
- Description: A background of serious disparities in past welfare policies, legislation and programmes, necessitated the need for a far-reaching new social welfare policy in South Africa. The adoption of the White Paper for Social Welfare by Parliament in February 1997, set the path for the new social developmental approach to social welfare, dealing with key substantive issues in addressing the restructuring of social welfare services, programmes and social security. The Eastern Cape Province is one of the poorer provinces in South Africa. Negative radio and print media reports on social welfare in the province in the past three years has made it clear that serious problems and disparities face the provincial department. Several of these media reports highlighted issues relating to poor service delivery and unacceptable conditions of underdevelopment and poverty still prevailing in the province. The Eastern Cape Welfare Department has been plagued by fraud and corruption, and in a report of the Eastern Cape legislature’s standing committee on welfare in 2001, it was found that fraudulent activities, corruption and misconduct by government officials are still prevalent in the welfare department. The objective of this research was to assess whether the Eastern Cape Department of Social Development (Welfare) is implementing this new social developmental approach to social welfare, as set out in the 1997 White Paper for Social Welfare.
- Full Text:
- Date Issued: 2003
- Authors: Plaatjies, René
- Date: 2003
- Subjects: Eastern Cape (South Africa) -- Social policy -- Evaluation , Social service -- South Africa -- Eastern Cape , Public welfare -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:10778 , http://hdl.handle.net/10948/d1011328 , Eastern Cape (South Africa) -- Social policy -- Evaluation , Social service -- South Africa -- Eastern Cape , Public welfare -- South Africa -- Eastern Cape
- Description: A background of serious disparities in past welfare policies, legislation and programmes, necessitated the need for a far-reaching new social welfare policy in South Africa. The adoption of the White Paper for Social Welfare by Parliament in February 1997, set the path for the new social developmental approach to social welfare, dealing with key substantive issues in addressing the restructuring of social welfare services, programmes and social security. The Eastern Cape Province is one of the poorer provinces in South Africa. Negative radio and print media reports on social welfare in the province in the past three years has made it clear that serious problems and disparities face the provincial department. Several of these media reports highlighted issues relating to poor service delivery and unacceptable conditions of underdevelopment and poverty still prevailing in the province. The Eastern Cape Welfare Department has been plagued by fraud and corruption, and in a report of the Eastern Cape legislature’s standing committee on welfare in 2001, it was found that fraudulent activities, corruption and misconduct by government officials are still prevalent in the welfare department. The objective of this research was to assess whether the Eastern Cape Department of Social Development (Welfare) is implementing this new social developmental approach to social welfare, as set out in the 1997 White Paper for Social Welfare.
- Full Text:
- Date Issued: 2003
An investigation into the executive mayoral system, with reference to the Nelson Mandela Metropolitan Municipality
- Authors: Nkayitshana, Zweledinga
- Date: 2003
- Subjects: Mayors -- South Africa -- Port Elizabeth , Local government -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MTech (Public Management)
- Identifier: vital:10775 , http://hdl.handle.net/10948/246 , Mayors -- South Africa -- Port Elizabeth , Local government -- South Africa -- Port Elizabeth
- Description: In this mini-dissertation, a study is undertaken for an investigation into the Executive Mayoral System with reference to the Nelson Mandela Metropolitan Municipality. The mini-dissertation comprises of five chapters. The study is based on the assumption that the introduction of an executive mayoral system will enhance the decision-making and policy-making processes at the Nelson Mandela Metropolitan Municipality. This is also based on the assumption that all local authorities and the Nelson Mandela Metropolitan Municipality in particular are faced with challenges of developmental local government. The Executive Mayoral System, therefore, is expected to provide possible solutions and avenues to promote and improve socio-economic development and service delivery to strengthen the local tax base. Another challenging aspect is the capacity building for the staff members of the Nelson Mandela Metropolitan Municipality especially the Executive Mayor who has all the powers vested in him. The main objectives of the research include, inter alia, to provide a brief theoretical background explanation regarding the reasons for the existence of local authorities and restructuring of local government in South Africa. To investigate and report on the implementation of the new mandate for local government with reference to the Executive Mayoral System at the Nelson Mandela Metropolitan Municipality. To investigate whether the Executive Mayoral System at the NMMM will contribute towards efficient and effective service delivery. This will be followed by the impact of the Metropole to promote and encourage community involvement on all the programmes of the municipality. This investigation will ensure that the Nelson Mandela Metropolitan Municipality provides conducive environment for socio-economic development and achieve the national economic strategy under Growth, Employment and Redistribution (GEAR) policy. To bring about experiences from other countries and learn from those experiences based on their approach to the Executive Mayoral System. An overview of the legislative framework and an explanation of selected policies for the Executive Mayoral System are made. Finally, a number of conclusions that were arrived during the study, followed by various recommendations are made. These are based on the qualitative research analysis in order to come up with solutions of ensuring sustainable service delivery with the Executive Mayoral System.
- Full Text:
- Date Issued: 2003
- Authors: Nkayitshana, Zweledinga
- Date: 2003
- Subjects: Mayors -- South Africa -- Port Elizabeth , Local government -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MTech (Public Management)
- Identifier: vital:10775 , http://hdl.handle.net/10948/246 , Mayors -- South Africa -- Port Elizabeth , Local government -- South Africa -- Port Elizabeth
- Description: In this mini-dissertation, a study is undertaken for an investigation into the Executive Mayoral System with reference to the Nelson Mandela Metropolitan Municipality. The mini-dissertation comprises of five chapters. The study is based on the assumption that the introduction of an executive mayoral system will enhance the decision-making and policy-making processes at the Nelson Mandela Metropolitan Municipality. This is also based on the assumption that all local authorities and the Nelson Mandela Metropolitan Municipality in particular are faced with challenges of developmental local government. The Executive Mayoral System, therefore, is expected to provide possible solutions and avenues to promote and improve socio-economic development and service delivery to strengthen the local tax base. Another challenging aspect is the capacity building for the staff members of the Nelson Mandela Metropolitan Municipality especially the Executive Mayor who has all the powers vested in him. The main objectives of the research include, inter alia, to provide a brief theoretical background explanation regarding the reasons for the existence of local authorities and restructuring of local government in South Africa. To investigate and report on the implementation of the new mandate for local government with reference to the Executive Mayoral System at the Nelson Mandela Metropolitan Municipality. To investigate whether the Executive Mayoral System at the NMMM will contribute towards efficient and effective service delivery. This will be followed by the impact of the Metropole to promote and encourage community involvement on all the programmes of the municipality. This investigation will ensure that the Nelson Mandela Metropolitan Municipality provides conducive environment for socio-economic development and achieve the national economic strategy under Growth, Employment and Redistribution (GEAR) policy. To bring about experiences from other countries and learn from those experiences based on their approach to the Executive Mayoral System. An overview of the legislative framework and an explanation of selected policies for the Executive Mayoral System are made. Finally, a number of conclusions that were arrived during the study, followed by various recommendations are made. These are based on the qualitative research analysis in order to come up with solutions of ensuring sustainable service delivery with the Executive Mayoral System.
- Full Text:
- Date Issued: 2003
An investigation into the relationship marketing strategies applied by Eastern Cape based travel agents
- Authors: Fisher, Gary
- Date: 2003
- Subjects: Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10766 , http://hdl.handle.net/10948/251 , Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Description: Relationship marketing has grown in importance. This growth affects all industries, including the tourism, hospitality and travel industry. Of particular importance is the bond of relationship marketing between suppliers (principals) and retailers (travel agents) in the distribution channel. The research was undertaken to: determine whether Eastern Cape travel agents perceive relationship marketing as important; establish, what the key elements of relationship marketing strategies are,according to literature; determine what marketing strategies are currently applied by Eastern Cape travel agents; provide guidelines to Eastern Cape travel agents to implement or improve their relationship marketing strategies. Fifty self-administered questionnaires were distributed to the entire population of travel agents in the Eastern Cape. A total of 30 travel agents responded. The empirical findings showed that: Most Eastern Cape travel agents perceived relationship marketing as important; Travel agents realized the importance of the management of such relationship marketing strategies; Most travel agents were aware of or used retention strategies to enhance relationship marketing strategies; Travel agents realized that to survive relationship marketing should be part of their future planning; All respondents believed that to successfully implement relationship marketing, all staff, from front-line to top-management, need to be committed to the programme. In conclusion, relationship marketing is growing in importance and all role players need to acknowledge and manage this trend. However, this research has shown that there is a paradigm shift as more travel agents are moving away from the traditional marketing to relationship marketing.
- Full Text:
- Date Issued: 2003
- Authors: Fisher, Gary
- Date: 2003
- Subjects: Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10766 , http://hdl.handle.net/10948/251 , Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Description: Relationship marketing has grown in importance. This growth affects all industries, including the tourism, hospitality and travel industry. Of particular importance is the bond of relationship marketing between suppliers (principals) and retailers (travel agents) in the distribution channel. The research was undertaken to: determine whether Eastern Cape travel agents perceive relationship marketing as important; establish, what the key elements of relationship marketing strategies are,according to literature; determine what marketing strategies are currently applied by Eastern Cape travel agents; provide guidelines to Eastern Cape travel agents to implement or improve their relationship marketing strategies. Fifty self-administered questionnaires were distributed to the entire population of travel agents in the Eastern Cape. A total of 30 travel agents responded. The empirical findings showed that: Most Eastern Cape travel agents perceived relationship marketing as important; Travel agents realized the importance of the management of such relationship marketing strategies; Most travel agents were aware of or used retention strategies to enhance relationship marketing strategies; Travel agents realized that to survive relationship marketing should be part of their future planning; All respondents believed that to successfully implement relationship marketing, all staff, from front-line to top-management, need to be committed to the programme. In conclusion, relationship marketing is growing in importance and all role players need to acknowledge and manage this trend. However, this research has shown that there is a paradigm shift as more travel agents are moving away from the traditional marketing to relationship marketing.
- Full Text:
- Date Issued: 2003
Building blocks of marketing strategy for targeting local biltong hunters: an evaluation
- Authors: Van Eyk, Marlé
- Date: 2003
- Subjects: Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10770 , http://hdl.handle.net/10948/207 , Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Description: Game ranch owners are spoilt by the high prices overseas hunters are prepared to pay, and tend to forget that in the long term it is the local market that may ensure the survival of the game industry. More effort should therefore be put into marketing hunting opportunities for the local hunter. This research focused on analysing the typical building blocks of marketing strategy applicable to service organizations. This was done to determine and evaluate the building blocks of marketing strategy applicable to game ranches in the Eastern Cape Province who are targeting local biltong hunters. A literature review was conducted to determine the ideal building blocks of marketing strategy for service organizations such as game ranches. Thereafter, a survey was conducted by means of a questionnaire to determine the ranchers' perceptions of marketing and evaluate their marketing strategies. Most of the respondents: had a fair idea of what marketing entails; were unaware of the thread that links customer expectations, satisfaction and loyalty; realized the importance of relationship marketing with external markets, but not with internal markets; perceived direct competition as their biggest threat, while other travel opportunities were seen as the most important substitute for hunting; mainly positioned themselves based on the features the ranch offered, and believed that the standard of service delivery and physical features of the ranch (the nature of the offering) were their important competitive advantages. The study proposes that the framework of building blocks of marketing strategy, designed by the researcher be used as a tool with which marketing strategies for game ranches in the Eastern Cape Province targeting local biltong hunters could be developed. Additional research on topics such as advertising and the various market opportunity strategies of diversification and product development, could lead to improvement and modification of this framework, making it an even more powerful tool in developing marketing strategies.
- Full Text:
- Date Issued: 2003
- Authors: Van Eyk, Marlé
- Date: 2003
- Subjects: Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10770 , http://hdl.handle.net/10948/207 , Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Description: Game ranch owners are spoilt by the high prices overseas hunters are prepared to pay, and tend to forget that in the long term it is the local market that may ensure the survival of the game industry. More effort should therefore be put into marketing hunting opportunities for the local hunter. This research focused on analysing the typical building blocks of marketing strategy applicable to service organizations. This was done to determine and evaluate the building blocks of marketing strategy applicable to game ranches in the Eastern Cape Province who are targeting local biltong hunters. A literature review was conducted to determine the ideal building blocks of marketing strategy for service organizations such as game ranches. Thereafter, a survey was conducted by means of a questionnaire to determine the ranchers' perceptions of marketing and evaluate their marketing strategies. Most of the respondents: had a fair idea of what marketing entails; were unaware of the thread that links customer expectations, satisfaction and loyalty; realized the importance of relationship marketing with external markets, but not with internal markets; perceived direct competition as their biggest threat, while other travel opportunities were seen as the most important substitute for hunting; mainly positioned themselves based on the features the ranch offered, and believed that the standard of service delivery and physical features of the ranch (the nature of the offering) were their important competitive advantages. The study proposes that the framework of building blocks of marketing strategy, designed by the researcher be used as a tool with which marketing strategies for game ranches in the Eastern Cape Province targeting local biltong hunters could be developed. Additional research on topics such as advertising and the various market opportunity strategies of diversification and product development, could lead to improvement and modification of this framework, making it an even more powerful tool in developing marketing strategies.
- Full Text:
- Date Issued: 2003
Marketing fresh venison in the Eastern Cape Province using a niche marketing strategy
- Authors: Bull, Gregory Simon
- Date: 2003
- Subjects: Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10765 , http://hdl.handle.net/10948/136 , Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Description: There is a need in the Eastern Cape Province to expand the market for fresh venison. This need is due in part to fluctuations in the export market and fragmentation of consumption in the food industry, which has led to an increased demand for specialised and customised products. A suitable method for addressing these issues and successfully marketing fresh venison in the Eastern Cape Province was required, and based on the findings of this study, niche marketing was found to be a possible marketing method to explore. This study evaluated how a strategy of niche marketing could be used to market fresh venison within the Eastern Cape Province. By analysing this main problem the research attempted to identify and understand the challenges of marketing fresh venison to the final consumer in the Eastern Cape Province and to determine whether niche marketing would be a viable option when taking into account venison’s unique characteristics. Niche marketing was characterised and discussed in the light of other marketing approaches and the most important elements of a successful niche marketing strategy were highlighted. The information resulting from scrutiny of all of these sub-problems was then used to address the challenge of marketing fresh venison to the final consumer. In-depth interviews were deemed most suitable for this study based on the nature of the topic and the depth of expertise of qualified personnel in the Eastern Cape Province fresh venison industry. Consequently, four interviews were conducted with experts in the field. Using the niche marketing concept and the strategy that drives it, namely differentiation, possible niche markets were identified. A strategy of multiple niching was adopted to address the differentiation opportunities available, based on the relevant specialist roles of fresh venison. These differentiation opportunities in turn lead to competitive advantage. Possible niche target markets identified and analysed included the tourist market, travellers (foreign and local) by air and sea, the organic aware market and the pet food market. Branding was found to be an integral element for the niche marketing of venison and is also discussed. The main problems hindering fresh venison marketing in the Eastern Cape Province were found to be consumers’ lack of knowledge of venison, cultural differences and consumer preferences, lack of a formal infrastructure and control, and a lack of accurate data. These challenges need to be addressed before fresh venison can be successfully marketed in the Eastern Cape Province. Research needs to be conducted on the venison industry and formal supply chains and control channels need to be implemented before a quality product in substantial and consistent quantities can be successfully marketed to the final consumer. Consumers and industry personnel must be educated about venison and its merits, and fresh venison must initially target white tablecloth restaurants and specialised delicatessens, where service is as important as the product itself.
- Full Text:
- Date Issued: 2003
- Authors: Bull, Gregory Simon
- Date: 2003
- Subjects: Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10765 , http://hdl.handle.net/10948/136 , Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Description: There is a need in the Eastern Cape Province to expand the market for fresh venison. This need is due in part to fluctuations in the export market and fragmentation of consumption in the food industry, which has led to an increased demand for specialised and customised products. A suitable method for addressing these issues and successfully marketing fresh venison in the Eastern Cape Province was required, and based on the findings of this study, niche marketing was found to be a possible marketing method to explore. This study evaluated how a strategy of niche marketing could be used to market fresh venison within the Eastern Cape Province. By analysing this main problem the research attempted to identify and understand the challenges of marketing fresh venison to the final consumer in the Eastern Cape Province and to determine whether niche marketing would be a viable option when taking into account venison’s unique characteristics. Niche marketing was characterised and discussed in the light of other marketing approaches and the most important elements of a successful niche marketing strategy were highlighted. The information resulting from scrutiny of all of these sub-problems was then used to address the challenge of marketing fresh venison to the final consumer. In-depth interviews were deemed most suitable for this study based on the nature of the topic and the depth of expertise of qualified personnel in the Eastern Cape Province fresh venison industry. Consequently, four interviews were conducted with experts in the field. Using the niche marketing concept and the strategy that drives it, namely differentiation, possible niche markets were identified. A strategy of multiple niching was adopted to address the differentiation opportunities available, based on the relevant specialist roles of fresh venison. These differentiation opportunities in turn lead to competitive advantage. Possible niche target markets identified and analysed included the tourist market, travellers (foreign and local) by air and sea, the organic aware market and the pet food market. Branding was found to be an integral element for the niche marketing of venison and is also discussed. The main problems hindering fresh venison marketing in the Eastern Cape Province were found to be consumers’ lack of knowledge of venison, cultural differences and consumer preferences, lack of a formal infrastructure and control, and a lack of accurate data. These challenges need to be addressed before fresh venison can be successfully marketed in the Eastern Cape Province. Research needs to be conducted on the venison industry and formal supply chains and control channels need to be implemented before a quality product in substantial and consistent quantities can be successfully marketed to the final consumer. Consumers and industry personnel must be educated about venison and its merits, and fresh venison must initially target white tablecloth restaurants and specialised delicatessens, where service is as important as the product itself.
- Full Text:
- Date Issued: 2003
Non-payment of municipal rates and service charges with reference to the Nelson Mandela Metropolitan municipality
- Authors: Ngxongo, Malusi
- Date: 2003
- Subjects: Collecting of accounts , Municipal default -- South Africa -- Port Elizabeth , Public utilities -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MTech (Public Management)
- Identifier: vital:10772 , http://hdl.handle.net/10948/258 , Collecting of accounts , Municipal default -- South Africa -- Port Elizabeth , Public utilities -- South Africa -- Port Elizabeth
- Description: The local government sphere is comprised of municipalities whose functions include the provision of consumer services. A substantial portion of municipal revenue, which is also used for service provision, is derived from rates and service charges. Through the billing process, the municipality stipulates the amount due to be paid by each account holder. In the case of rates and consumer tariffs, this usually occurs on a monthly basis. Towards the end of 2002, overdue rates and service charges in the Nelson Mandela Metropolitan Municipality amounted to over R800 million. In spite of various attempts undertaken by the municipality to collect overdue amounts, some residents are struggling to pay. Various reasons have been advanced for this scenario. However non-payment of rates and service charges has a negative impact on municipal budget and service delivery. Probably, if alternatives to the current credit control and revenue collection processes could be found, non-payment of rates and service charges could be eliminated.
- Full Text:
- Date Issued: 2003
- Authors: Ngxongo, Malusi
- Date: 2003
- Subjects: Collecting of accounts , Municipal default -- South Africa -- Port Elizabeth , Public utilities -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MTech (Public Management)
- Identifier: vital:10772 , http://hdl.handle.net/10948/258 , Collecting of accounts , Municipal default -- South Africa -- Port Elizabeth , Public utilities -- South Africa -- Port Elizabeth
- Description: The local government sphere is comprised of municipalities whose functions include the provision of consumer services. A substantial portion of municipal revenue, which is also used for service provision, is derived from rates and service charges. Through the billing process, the municipality stipulates the amount due to be paid by each account holder. In the case of rates and consumer tariffs, this usually occurs on a monthly basis. Towards the end of 2002, overdue rates and service charges in the Nelson Mandela Metropolitan Municipality amounted to over R800 million. In spite of various attempts undertaken by the municipality to collect overdue amounts, some residents are struggling to pay. Various reasons have been advanced for this scenario. However non-payment of rates and service charges has a negative impact on municipal budget and service delivery. Probably, if alternatives to the current credit control and revenue collection processes could be found, non-payment of rates and service charges could be eliminated.
- Full Text:
- Date Issued: 2003
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