An analysis of the potential for the marketing of ostrich meat in S.A
- Wessels, Philippus Lodewikus
- Authors: Wessels, Philippus Lodewikus
- Date: 2003
- Subjects: Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10930 , http://hdl.handle.net/10948/202 , Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Description: The research program addressed in this study was to do an analysis of the potentials of the marketing of ostrich meat in the South African market. Being the world leader in the ostrich industry, the research’s emphasis was to establish reasons why the meat industry does not explore the South African meat market. To achieve this object, a literature study to determine the key components of the current situation was undertaken and used as a theoretical model to analyse the current situation in the market as well as in the ostrich industry. In addition to the literature study, an empirical study was conducted to identify some critical issues that have an influence on the potential of the domestic market. The survey method used, based on the key components gained from the literature study, consisted of an in-depth scan of the macro-environment and thorough investigation of the target industry. The investigation involved using the Internet and World Wide Web, print media, personal interviews and telephonic interviews. The result of the literature study was finally combined with the results of the empirical study and some recommendations were made. The recommendations were applicable to the ostrich industry in so far that implementing some plans for the meat industry can have serious consequences for the other products of the ostrich industry
- Full Text:
- Date Issued: 2003
- Authors: Wessels, Philippus Lodewikus
- Date: 2003
- Subjects: Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10930 , http://hdl.handle.net/10948/202 , Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Description: The research program addressed in this study was to do an analysis of the potentials of the marketing of ostrich meat in the South African market. Being the world leader in the ostrich industry, the research’s emphasis was to establish reasons why the meat industry does not explore the South African meat market. To achieve this object, a literature study to determine the key components of the current situation was undertaken and used as a theoretical model to analyse the current situation in the market as well as in the ostrich industry. In addition to the literature study, an empirical study was conducted to identify some critical issues that have an influence on the potential of the domestic market. The survey method used, based on the key components gained from the literature study, consisted of an in-depth scan of the macro-environment and thorough investigation of the target industry. The investigation involved using the Internet and World Wide Web, print media, personal interviews and telephonic interviews. The result of the literature study was finally combined with the results of the empirical study and some recommendations were made. The recommendations were applicable to the ostrich industry in so far that implementing some plans for the meat industry can have serious consequences for the other products of the ostrich industry
- 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
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