Critical success factors of a route-to-market strategy in the South African beverage industry
- Mackenzie, Robert Duncan Mcintyre
- Authors: Mackenzie, Robert Duncan Mcintyre
- Date: 2018
- Subjects: Delivery of goods -- South Africa -- Management , Beverage industry -- South Africa , Marketing -- South Africa -- Management , Sales management -- South Africa , Customer services -- South Africa -- Management
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/22552 , vital:30005
- Description: Effective distribution has become a big challenge in the Fast Moving Consumer Goods (FMCG) industry, especially beverage manufacturers. This study has covered an analysis of the varying Route-to-Market strategies for primary and secondary distributors, and this data was used to provide a foundation for formulating a beverage industry Route-to-Market model based on identified critical success factors. It offers insight into the implementation process in the varying markets, highlighting the importance of tailoring the Route-to-Market model to specific markets, and the importance of keeping the processes customer focused. The objective of this study was to identify the critical success factors of Route-to-Market in the beverage industry of South Africa, specifically investigating the financial viability of the selected distribution method, the knowledge and talent management of the employees and customers, the impact and effect of product availability, the level and importance of service excellence, and analysing the significance of strategic planning. This was followed by a qualitative explanatory case study methodology and research design, using multiple embedded units of analysis, in the form of semi-structured interviews and provided a valuable insight into success factors of Route-to-Market in the beverage industry of South Africa. The overall conclusion is that an effective Route-to-Market model, which has a well-established customer base at its centre, will significantly improve the satisfaction of customers in terms of quality and respect for services rendered. It is recommended that a company should review its Route-to-Market strategies regularly as to ensure the model is as relevant as possible.
- Full Text:
- Date Issued: 2018
- Authors: Mackenzie, Robert Duncan Mcintyre
- Date: 2018
- Subjects: Delivery of goods -- South Africa -- Management , Beverage industry -- South Africa , Marketing -- South Africa -- Management , Sales management -- South Africa , Customer services -- South Africa -- Management
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/22552 , vital:30005
- Description: Effective distribution has become a big challenge in the Fast Moving Consumer Goods (FMCG) industry, especially beverage manufacturers. This study has covered an analysis of the varying Route-to-Market strategies for primary and secondary distributors, and this data was used to provide a foundation for formulating a beverage industry Route-to-Market model based on identified critical success factors. It offers insight into the implementation process in the varying markets, highlighting the importance of tailoring the Route-to-Market model to specific markets, and the importance of keeping the processes customer focused. The objective of this study was to identify the critical success factors of Route-to-Market in the beverage industry of South Africa, specifically investigating the financial viability of the selected distribution method, the knowledge and talent management of the employees and customers, the impact and effect of product availability, the level and importance of service excellence, and analysing the significance of strategic planning. This was followed by a qualitative explanatory case study methodology and research design, using multiple embedded units of analysis, in the form of semi-structured interviews and provided a valuable insight into success factors of Route-to-Market in the beverage industry of South Africa. The overall conclusion is that an effective Route-to-Market model, which has a well-established customer base at its centre, will significantly improve the satisfaction of customers in terms of quality and respect for services rendered. It is recommended that a company should review its Route-to-Market strategies regularly as to ensure the model is as relevant as possible.
- Full Text:
- Date Issued: 2018
Is craft brewing a threat to the sales of mainstream brands in South Africa
- Authors: Martin, Carmen Estelle
- Date: 2018
- Subjects: Sales management -- South Africa , Brand name products -- South Africa Marketing -- South Africa -- Management Brewing -- Economic aspects Beer -- South Africa -- History
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/22563 , vital:30006
- Description: The study aims to answer the question of whether craft brewing is a threat to the sales of mainstream brands in South Africa. This is done through a quantitative multiple case research study into craft breweries within South Africa. The justification of the research resides within the hype around the increase in craft breweries within South Africa. The theoretical framework of the thesis consists of history of beer, the elements of beer, the supply of raw materials to manufacture beer and the definition of craft beer. The comparison is done between the United States Craft beer market and the South African Beer market. The empirical part of the study is divided into six parts. It starts with an explanation of the method of the study, the questionnaire design as well as the data collection methods. Thereafter the topic is further justified, and validity, reliability, limitations and ethical issues will be considered. The results and analysis and findings section there are 212 craft brewers appearing on the Brewers Association membership list, the purposive sampling method meant that the questionnaires were sent out to 192 craft brewers across South Africa. Of the total of 192 questionnaires distributed, only 22 responded to the study, effectively granting us a usable response rate of 11.5%. Due to the closed niche of the alcohol market that craft brewing is competing in, as well as the low participation rate, it was concluded that within South Africa craft brewing though a contender does not impact mainstream brands.
- Full Text:
- Date Issued: 2018
- Authors: Martin, Carmen Estelle
- Date: 2018
- Subjects: Sales management -- South Africa , Brand name products -- South Africa Marketing -- South Africa -- Management Brewing -- Economic aspects Beer -- South Africa -- History
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/22563 , vital:30006
- Description: The study aims to answer the question of whether craft brewing is a threat to the sales of mainstream brands in South Africa. This is done through a quantitative multiple case research study into craft breweries within South Africa. The justification of the research resides within the hype around the increase in craft breweries within South Africa. The theoretical framework of the thesis consists of history of beer, the elements of beer, the supply of raw materials to manufacture beer and the definition of craft beer. The comparison is done between the United States Craft beer market and the South African Beer market. The empirical part of the study is divided into six parts. It starts with an explanation of the method of the study, the questionnaire design as well as the data collection methods. Thereafter the topic is further justified, and validity, reliability, limitations and ethical issues will be considered. The results and analysis and findings section there are 212 craft brewers appearing on the Brewers Association membership list, the purposive sampling method meant that the questionnaires were sent out to 192 craft brewers across South Africa. Of the total of 192 questionnaires distributed, only 22 responded to the study, effectively granting us a usable response rate of 11.5%. Due to the closed niche of the alcohol market that craft brewing is competing in, as well as the low participation rate, it was concluded that within South Africa craft brewing though a contender does not impact mainstream brands.
- Full Text:
- Date Issued: 2018
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