The effect of marketing capabilities on the competitive advantage of Small Medium and Micro Enterprises in OR Tambo District Municipality, Eastern Cape
- Mpongwana, Konaye https://orcid.org/0000-0003-4105-1536
- Authors: Mpongwana, Konaye https://orcid.org/0000-0003-4105-1536
- Date: 2020-01
- Subjects: Market segmentation , Marketing -- Management
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10353/20197 , vital:45407
- Description: It is usually understood that the development of technological marketing capabilities by firms provides them with immense opportunities to transform their business practices and strategies, to strategically position themselves in the market and enhance firm performance. The main objective of this study was to determine the effect of marketing capabilities (Intellectual capital, marketing strategy and market orientation) on the competitive advantage of SMMEs. Prior research has that early development of marketing capabilities enables firms to achieve competitive advantage. The issue to be attended to will be to identify the connection between the incorrect marketing capabilities and failure of SMMEs, if there is any. Furthermore, a thorough investigation looking at how the reduction of failure of SMMEs can be realised by investigating the marketing capabilities of SMMEs. Quantitative research approach was used in the study, with a population of 200 SMMEs, the Raosoft calculator is also used to calculate the sample size of 100 SMMEs which were used to collect the primary data of the study. Convenience sampling method was used by the researcher. The findings also revealed that SMMEs adopt new and advanced technologies when marketing their products and services. The study recommends that SMME Owners/ Managers should consider spending a higher proportion of their time and money engaging in activities related to marketing throughout the life of their business. Therefore, it has concluded that effective deployment of marketing capabilities can lead to competitive advantage and greater performance. , Thesis (MCom) -- Faculty of Management and Commerce, 2020
- Full Text:
- Date Issued: 2020-01
- Authors: Mpongwana, Konaye https://orcid.org/0000-0003-4105-1536
- Date: 2020-01
- Subjects: Market segmentation , Marketing -- Management
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10353/20197 , vital:45407
- Description: It is usually understood that the development of technological marketing capabilities by firms provides them with immense opportunities to transform their business practices and strategies, to strategically position themselves in the market and enhance firm performance. The main objective of this study was to determine the effect of marketing capabilities (Intellectual capital, marketing strategy and market orientation) on the competitive advantage of SMMEs. Prior research has that early development of marketing capabilities enables firms to achieve competitive advantage. The issue to be attended to will be to identify the connection between the incorrect marketing capabilities and failure of SMMEs, if there is any. Furthermore, a thorough investigation looking at how the reduction of failure of SMMEs can be realised by investigating the marketing capabilities of SMMEs. Quantitative research approach was used in the study, with a population of 200 SMMEs, the Raosoft calculator is also used to calculate the sample size of 100 SMMEs which were used to collect the primary data of the study. Convenience sampling method was used by the researcher. The findings also revealed that SMMEs adopt new and advanced technologies when marketing their products and services. The study recommends that SMME Owners/ Managers should consider spending a higher proportion of their time and money engaging in activities related to marketing throughout the life of their business. Therefore, it has concluded that effective deployment of marketing capabilities can lead to competitive advantage and greater performance. , Thesis (MCom) -- Faculty of Management and Commerce, 2020
- Full Text:
- Date Issued: 2020-01
Chinese tourists' intentions to visit South Africa: an extended model of the theory of planned behaviour
- Authors: Han, Xiliang
- Date: 2014
- Subjects: Market segmentation , Tourists -- Attitudes , Sustainable tourism -- South Africa
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: vital:9325 , http://hdl.handle.net/10948/d1020945
- Description: The South African National Department of Tourism has recently initiated the National Tourism Sector Strategy aimed at developing a sustainable tourism economy, and making the country a Top 20 global tourism destination by 2020.China is one of South Africa’s major non-African sources of tourist arrivals. To ensure a growing share of this booming market, South African tourism scholars and practitioners have to pay close attention to the behaviour of Chinese outbound tourists, particularly their destination choice behaviour. The Theory of Planned Behaviour (TPB)– an extension of the Theory of Reasoned Action (TRA)– can serve as a basis for researching destination choice. According to the TPB literature, intention is the most immediate and important determinant of behaviour. Three direct predictors of intention, namely, attitude, subjective norms, and perceived control, are functions of latent behavioural, normative, and control beliefs, respectively. The TPB is parsimonious but open to the inclusion of additional predictors if there is evidence that these predictors may explain a significant proportion of the variance in intention and behaviour after the basic predictors (attitude, subjective norms, and perceived control) have been accounted for. The current research successfully extended the TPB model for predicting potential Chinese tourists’ intentions to visit South Africa by adding two additional variables: travel motivation and travel constraints. The push-pull motivation framework discussed in the study postulates that people travel because they are pushed by internal forces (inner needs) and pulled by external forces (destination attributes). Typical barriers to travel include intrapersonal, interpersonal, and structural constraints. The new model makes an important contribution to the literature on destination choice, and provides South Africa’s destination marketers with suggestions for attracting and serving Chinese tourists. In addition, the research shows that both travel motivation and travel constraints can be used as bases for segmenting the outbound Chinese tourist market interested in visiting South Africa. A survey approach and a structured questionnaire distributed electronically to the online panel members of a Chinese market research company were instrumental in collecting the empirical data for the study. The questionnaire was originally written in English and translated into Chinese (Mandarin) via a blind translation-back-translation method. Attitude, subjective norms, perceived control, and visit intention were all operationalised as unidimensional and used scales adapted from previous studies. New scales were developed for travel motivation and travel constraints– both operationalised as multidimensional. Quota sampling, used to identify respondents aged 18 or older and living in Beijing, Shanghai, and Guangzhou, resulted in 630 usable questionnaires obtained from 1,510 sent invitation e-mails, yielding a response rate of 41.7%. The raw data collected were prepared through the sequential steps of editing, coding, and filing, and then analysed using both descriptive and inferential statistics. Descriptive analysis suggested that broadening personal horizons, viewing the natural scenery, and seeing something different were the top motives for visiting South Africa, while language, fear of crime, and lack of travel companions were the top barriers to visiting South Africa. According to the factor analysis, travel motivation had three underlying dimensions – learning, escape, and aesthetics and appreciation, while operational, risk and fear, and social barriers were three underlying dimensions of travel constraints. Regression analysis showed that the proposed extended TPB model had higher predictive power for visit intention than both TRA and TPB models; the basic predictors – attitude, subjective norms, and perceived control – all had a significant impact on visit intention; and in terms of the additional predictors, learning, operational constraints, and social constraints had a significant impact on visit intention. The analysis of variance indicated that travel frequency and age were the most profound background factors with an influence on the extended TPB model. Finally, cluster analysis resulted in two market segments with distinct profiles, that is, High-Motivation/ Low-Constraint (HMLC) tourists and Low-Motivation/High-Constraint (LMHC) tourists. Based on the theoretical and empirical findings of the current research, it is recommended that destination marketers in South Africa: advertise specific benefits of touring South Africa, namely, increasing knowledge, relieving stress, and enjoying high environmental quality, to advance Chinese residents’ perceptions of the country; develop tourism experiences that can be taken in a week or shorter to cater for the unique annual leave and public holiday policy in China; launch a media relations campaign in China to ensure that the facts about South Africa are communicated without distortion; collaborate with other destination stakeholders such as government and businesses, to actively attract and retain Chinese tourists for example by educating the public about Chinese culture and training employees to improve the quality of service; target the HMLC tourists via the Internet (particularly the social media) and by developing holiday packages that include activities related to cultural tourism, rest and relaxation, and nature-based tourism; and target the LMHC tourists by cooperating with local travel agencies and by developing holiday packages that highlight the diversity of tourism activities and offer value-added products/services.
- Full Text:
- Date Issued: 2014
- Authors: Han, Xiliang
- Date: 2014
- Subjects: Market segmentation , Tourists -- Attitudes , Sustainable tourism -- South Africa
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: vital:9325 , http://hdl.handle.net/10948/d1020945
- Description: The South African National Department of Tourism has recently initiated the National Tourism Sector Strategy aimed at developing a sustainable tourism economy, and making the country a Top 20 global tourism destination by 2020.China is one of South Africa’s major non-African sources of tourist arrivals. To ensure a growing share of this booming market, South African tourism scholars and practitioners have to pay close attention to the behaviour of Chinese outbound tourists, particularly their destination choice behaviour. The Theory of Planned Behaviour (TPB)– an extension of the Theory of Reasoned Action (TRA)– can serve as a basis for researching destination choice. According to the TPB literature, intention is the most immediate and important determinant of behaviour. Three direct predictors of intention, namely, attitude, subjective norms, and perceived control, are functions of latent behavioural, normative, and control beliefs, respectively. The TPB is parsimonious but open to the inclusion of additional predictors if there is evidence that these predictors may explain a significant proportion of the variance in intention and behaviour after the basic predictors (attitude, subjective norms, and perceived control) have been accounted for. The current research successfully extended the TPB model for predicting potential Chinese tourists’ intentions to visit South Africa by adding two additional variables: travel motivation and travel constraints. The push-pull motivation framework discussed in the study postulates that people travel because they are pushed by internal forces (inner needs) and pulled by external forces (destination attributes). Typical barriers to travel include intrapersonal, interpersonal, and structural constraints. The new model makes an important contribution to the literature on destination choice, and provides South Africa’s destination marketers with suggestions for attracting and serving Chinese tourists. In addition, the research shows that both travel motivation and travel constraints can be used as bases for segmenting the outbound Chinese tourist market interested in visiting South Africa. A survey approach and a structured questionnaire distributed electronically to the online panel members of a Chinese market research company were instrumental in collecting the empirical data for the study. The questionnaire was originally written in English and translated into Chinese (Mandarin) via a blind translation-back-translation method. Attitude, subjective norms, perceived control, and visit intention were all operationalised as unidimensional and used scales adapted from previous studies. New scales were developed for travel motivation and travel constraints– both operationalised as multidimensional. Quota sampling, used to identify respondents aged 18 or older and living in Beijing, Shanghai, and Guangzhou, resulted in 630 usable questionnaires obtained from 1,510 sent invitation e-mails, yielding a response rate of 41.7%. The raw data collected were prepared through the sequential steps of editing, coding, and filing, and then analysed using both descriptive and inferential statistics. Descriptive analysis suggested that broadening personal horizons, viewing the natural scenery, and seeing something different were the top motives for visiting South Africa, while language, fear of crime, and lack of travel companions were the top barriers to visiting South Africa. According to the factor analysis, travel motivation had three underlying dimensions – learning, escape, and aesthetics and appreciation, while operational, risk and fear, and social barriers were three underlying dimensions of travel constraints. Regression analysis showed that the proposed extended TPB model had higher predictive power for visit intention than both TRA and TPB models; the basic predictors – attitude, subjective norms, and perceived control – all had a significant impact on visit intention; and in terms of the additional predictors, learning, operational constraints, and social constraints had a significant impact on visit intention. The analysis of variance indicated that travel frequency and age were the most profound background factors with an influence on the extended TPB model. Finally, cluster analysis resulted in two market segments with distinct profiles, that is, High-Motivation/ Low-Constraint (HMLC) tourists and Low-Motivation/High-Constraint (LMHC) tourists. Based on the theoretical and empirical findings of the current research, it is recommended that destination marketers in South Africa: advertise specific benefits of touring South Africa, namely, increasing knowledge, relieving stress, and enjoying high environmental quality, to advance Chinese residents’ perceptions of the country; develop tourism experiences that can be taken in a week or shorter to cater for the unique annual leave and public holiday policy in China; launch a media relations campaign in China to ensure that the facts about South Africa are communicated without distortion; collaborate with other destination stakeholders such as government and businesses, to actively attract and retain Chinese tourists for example by educating the public about Chinese culture and training employees to improve the quality of service; target the HMLC tourists via the Internet (particularly the social media) and by developing holiday packages that include activities related to cultural tourism, rest and relaxation, and nature-based tourism; and target the LMHC tourists by cooperating with local travel agencies and by developing holiday packages that highlight the diversity of tourism activities and offer value-added products/services.
- Full Text:
- Date Issued: 2014
An investigation into the family life cycle within a South African context
- Authors: Koekemoer, Evan
- Date: 2006
- Subjects: Consumer behavior -- South Africa , Market segmentation , Consumers -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9352 , http://hdl.handle.net/10948/191 , Consumer behavior -- South Africa , Market segmentation , Consumers -- South Africa
- Description: Each individual/household progresses through the family life cycle (FLC). This progression, which is characterized by various stages and varying consumption portfolios, can be traditional or non-traditional in nature. In the general marketing sense, the FLC concept has great value. The concept is utilized in a variety of marketing activities, particularly in segmentation, and is also applied in consumer behaviour. The lack of research regarding the FLC in South Africa and the need to investigate the concept’s applicability to different environments motivated this research. The aim of the study was to determine how the FLC within a South African context compared to the theoretical depiction of the concept. The evaluation of literature revealed five distinct traditional stages and an array of non-traditional stages, determined by a combination of life stage determining variables. Regarding the empirical approach, self-administered questionnaires were distributed to a convenience sample consisting of 225 students and staff members of the then Port Elizabeth Technikon. The empirical findings revealed the following. {u100083} Non-traditional stages were more prevalent than traditional stages. ii {u100083} Marital status, the presence/absence of children and living arrangement appear to be sufficient life stage determining variables for both current and prospective life stage classifications. {u100083} The consumption portfolios of individuals in the traditional FLC were similar to theory. The research provided insight into the consumption portfolios of individuals in the non-traditional FLC. {u100083} Based on the intentions of certain individuals regarding marriage, having children and living arrangements, it appears as though the future FLC will include an integration of traditional and non-traditional progressions.
- Full Text:
- Date Issued: 2006
- Authors: Koekemoer, Evan
- Date: 2006
- Subjects: Consumer behavior -- South Africa , Market segmentation , Consumers -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9352 , http://hdl.handle.net/10948/191 , Consumer behavior -- South Africa , Market segmentation , Consumers -- South Africa
- Description: Each individual/household progresses through the family life cycle (FLC). This progression, which is characterized by various stages and varying consumption portfolios, can be traditional or non-traditional in nature. In the general marketing sense, the FLC concept has great value. The concept is utilized in a variety of marketing activities, particularly in segmentation, and is also applied in consumer behaviour. The lack of research regarding the FLC in South Africa and the need to investigate the concept’s applicability to different environments motivated this research. The aim of the study was to determine how the FLC within a South African context compared to the theoretical depiction of the concept. The evaluation of literature revealed five distinct traditional stages and an array of non-traditional stages, determined by a combination of life stage determining variables. Regarding the empirical approach, self-administered questionnaires were distributed to a convenience sample consisting of 225 students and staff members of the then Port Elizabeth Technikon. The empirical findings revealed the following. {u100083} Non-traditional stages were more prevalent than traditional stages. ii {u100083} Marital status, the presence/absence of children and living arrangement appear to be sufficient life stage determining variables for both current and prospective life stage classifications. {u100083} The consumption portfolios of individuals in the traditional FLC were similar to theory. The research provided insight into the consumption portfolios of individuals in the non-traditional FLC. {u100083} Based on the intentions of certain individuals regarding marriage, having children and living arrangements, it appears as though the future FLC will include an integration of traditional and non-traditional progressions.
- Full Text:
- Date Issued: 2006
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
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