Academic literature on the topic 'Airlines – South Africa – Marketing'
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Journal articles on the topic "Airlines – South Africa – Marketing"
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Townsend, Stephanie, and Geoff Bick. "Kulula.com: now anyone can fly in South Africa." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–28. http://dx.doi.org/10.1108/20450621111126792.
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Subject area Marketing. Study level/applicability This case can be used in a principles of marketing course, at Introductory, Executive or MBA level, it is particularly suitable as a case on promotions policy as one of the 4-P's, to illustrate the role of marketing communications as part of an integrated marketing strategy, or to illustrate the building of a service brand. Case overview The case illustrates a number of practical marketing issues: the marketing challenges of launching a budget airline: gaining high visibility and awareness with a relatively low share of voice; the relationship between an organisation and its advertising agency; the requirement to maintain a consistent marketing strategy over time, but to adapt the execution as market dynamics impact the consumer. Given the dynamics of most industries, kulula.com cannot afford to be complacent, as new entrants are always on the horizon. The dilemma facing Gidon Novick and his team is to rethink the sustainability of its current strategy, how to grow and protect its position, as well as the relationship with its advertising agency and its communication strategy – is a more relevant campaign or a new agency required to keep the marketing communications interesting and current? Expected learning outcomes The expected learning outcomes are: to analyse the success of communications campaigns; to explore the issue of client/agency relationships; to understand brand building strategies, how to create a distinctive position, and how to build a services brand; To understand the key success factors for a low-fare niche positioning strategy, and to examine the sustainability of this low-fare strategy; and to identify some product line extension opportunities for kulula.com. Supplementary materials Teaching note.
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Cant, Michael Colin, and Michael Du Toit. "Identifying The Factors That Influence Retail Customer Loyalty And Capitalising Them." International Business & Economics Research Journal (IBER) 11, no. 11 (October 26, 2012): 1223. http://dx.doi.org/10.19030/iber.v11i11.7370.
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Much has been said about loyalty and the advantages that a loyal customer base offers to an organisation and more specifically to retail customers. With more than 2 billion loyalty programme memberships including hotel, supermarket, airline and financial services in the United States alone it is clear that loyalty programmes are an essential part of the marketing plan and strategy of retail organisations a road to survival, growth and profits. This study focussed on one particular clothing retailer in Gauteng that on its own represents 20.3% of the market making it the largest clothing retailer in South Africa. Gauteng was selected due to its stature as the largest clothing retailer in South Africa and also the nature of its customer base which consists of three distinct groups of customers: (1) cash only non-loyalty programme members, (2) cash only loyalty programme members, and (3) credit customers who purchase on terms. This study investigated the factors that influence customer loyalty amongst members of a retail loyalty programme in the apparel retail industry and found that the two most important drivers of customer loyalty were merchandise availability and customer service related variables. Price did not feature as an important driver of loyalty opening opportunities for retailers to focus on loyalty marketing strategies that do not revolve solely around price but rather focus on long-term relationship building. The responses received from this research were illuminating and will be of value to retailers who have an existing loyalty programme or are contemplating the starting of a programme.
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Mhlanga, Oswald. "Drivers of efficiency and their influence on airline performances in South Africa: a bootstrapped meta-frontier approach." International Journal of Culture, Tourism and Hospitality Research 14, no. 1 (November 17, 2019): 121–35. http://dx.doi.org/10.1108/ijcthr-06-2019-0109.
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Purpose This paper aims to identify drivers of efficiency and their influence on airline performances in South Africa. Unfortunately, the methods currently used to measure airline efficiency fail to address the heterogeneity problem, which blurs inefficiency. Design/methodology/approach To remedy the heterogeneity problem, this paper adopts the meta-frontier framework to identify drivers of efficiency. The interesting feature of the model is that it ensures that heterogeneous airlines are compared based on one homogeneous technology. The model is tested using a panel data sample of nine South African airlines, which operated from 2015 to 2018. Findings The paper demonstrates that structural drivers, namely, “aircraft size”, and “airline ownership” and one executional driver, namely, “the cost structure” significantly influence (p < 0.05) airline efficiency thereby corroborating evidence from some prior studies. Research limitations/implications First, because of the small size of the industry, fewer airlines and a lack of detailed data, the study could not consider other important factors such as optimal routing and network structure. Second, a more rigorous analysis over a period of time would yield better understanding about the growth of the industry in South Africa and recognise the variation in the influence of drivers of efficiency on airline performances over time. Practical implications The results have potential policy implications. First, as the market in South Africa is too small to operate with a smaller aircraft probably, for airlines that operate with smaller aircraft to operate efficiently they should first identify niche markets where they can have a route monopoly. Second, while all state-owned airlines are perfect statehood symbols that define and represent countries, most state carriers in South Africa are highly inefficient. The researcher recommends policymakers to privatise state airlines or seek equity partners. Many nationalised airlines have turned losses to profits in the run-up to privatisation. British Airways, once a large burden on the British taxpayer, is now one of the world’s most efficient airlines. After the privatisation of Air France and Iberia, all two turned from loss-making concerns into profitable airlines. It, therefore, makes no sense for the South African government to expect state carriers to pursue a commercial mandate with such political interference. The very notion of efficiency itself is at risk. Originality/value This paper is a first attempt to identify drivers of operational efficiency using a bootstrapped meta-frontier approach in the airline industry in South Africa. By applying the meta-frontier approach the paper ensures that all heterogeneous airlines are assessed based on their distance from a common and identical frontier.
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Sargeant, Adrian, and P. Msweli. "Network Marketing in South Africa." Journal of International Consumer Marketing 11, no. 3 (September 30, 1999): 51–66. http://dx.doi.org/10.1300/j046v11n03_04.
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Mhlanga, Oswald, Jacobus Steyn, and John Spencer. "The airline industry in South Africa: drivers of operational efficiency and impacts." Tourism Review 73, no. 3 (August 20, 2018): 389–400. http://dx.doi.org/10.1108/tr-07-2017-0111.
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Purpose The airline industry is structurally challenged by its very nature, because of high overhead and capital costs. This is further exacerbated by macro-predictability and micro-uncertainty, thereby making it difficult for airlines in South Africa to attain operational efficiency. The purpose of this study is to identify drivers of operational efficiency and their impacts on airline performances in South Africa. Design/methodology/approach An extensive data collection using primary and secondary sources enabled the researchers to gather data on all the airlines operating in South Africa, for the period of 2012-2016, on a variety of parameters. A two-stage empirical analysis was carried out, which involved estimation of operational efficiencies during the first stage by using data envelopment analysis (DEA) and determination of performance drivers during the second stage by using a two-way random-effects generalised least squares regression and also a Tobit model. Findings From the study, it is clear that two structural drivers, namely, “aircraft size” and “seat load factor”, and two executional drivers, namely, “low cost business model” and “revenue hours per aircraft”, significantly impacted (p < 0.05) positively on airline efficiencies in South Africa. To improve efficiency, management should first concentrate on the drivers that can be changed in the short-term (executional drivers) and later focus on the drivers that require long-term planning (structural drivers). However, among the structural drivers, only “aircraft families” had a negative impact on airline efficiencies, whilst among executional drivers, only “block hours” negatively impacted on airline efficiencies. Research limitations/implications Despite the importance of this study, it is not free of limitations. Firstly, because of the small size of the industry, fewer airlines and lack of detailed data, the study could not consider other important factors such as optimal routing and network structure. Secondly, although non-aeronautical revenues have become increasingly important in airline management, they were not included in this study. Further studies may investigate the impact of these factors on airline efficiency. Practical implications The results have potential policy implications. Firstly, as the domestic airline market in South Africa is too small to operate with a smaller aircraft efficiently, airlines that intend to make use of smaller aircraft should first identify niche markets where they can have a route monopoly, such as SA Airlink. Secondly, as block time negatively affected airline efficiency, airlines can undertake schedule adjustments to reduce block time and thus improve technical efficiency. Originality/value This paper is a first attempt to identify drivers of operational efficiency in the airline industry in South Africa. The results indicate that DEA is a useful tool to identify factors impacting airline efficiency and could improve airline performances in South Africa.
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Karam, Aly H. "Marketing and architects in South Africa." Engineering, Construction and Architectural Management 10, no. 6 (December 2003): 402–12. http://dx.doi.org/10.1108/09699980310509372.
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Tustin, Deon H. "Marketing communication budget practices in South Africa." Communicatio 30, no. 1 (January 2004): 166–74. http://dx.doi.org/10.1080/02500160408537992.
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Echendu, Joe Amadi, Marthinus W. Pretorius, and Thomas Baaken. "Science marketing empirical data from South Africa." International Journal of Technology Intelligence and Planning 2, no. 2 (2006): 129. http://dx.doi.org/10.1504/ijtip.2006.011304.
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Du Plessis, TA, and RCB Stevens. "Marketing of irradiated commodities in South Africa." Radiation Physics and Chemistry (1977) 25, no. 1-3 (January 1985): 75–79. http://dx.doi.org/10.1016/0146-5724(85)90252-3.
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Melaia, Stuart, Russell Abratt, and Geoff Bick. "Competencies of Marketing Managers in South Africa." Journal of Marketing Theory and Practice 16, no. 3 (July 2008): 233–46. http://dx.doi.org/10.2753/mtp1069-6679160304.
Full textDissertations / Theses on the topic "Airlines – South Africa – Marketing"
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Potgieter, Diane. "Competitive strategies and entry strategies of low cost airline incumbent 1time Airline." Thesis, Rhodes University, 2007. http://hdl.handle.net/10962/d1007606.
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This dissertation reports on the factors that contributed to the successful entry strategy of 1time Airline, a low cost carrier, into the South African airline industry as well as its competitive strategies within this context. Research interviews were conducted in November 2005 and research material gathered until end January 2006. Key issues include an evaluation of 1time's business model in relation to other low cost entrants as well as against material sourced through interviews with 1time Airline management, employees and consumers of the airline's product. Porter's Generic Strategies and Five Forces model are used as a framework in evaluating the airline. It is found that Nohria, Joyce and Robertson's "4+2 Formula" is effectively implemented at the airline, but that further implementation of Game Theory in terms of alliances should be investigated for continued success and sustainability.
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Hunt, William Norman. "Destination marketing: George." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/5604.
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A destination is often given its identity by its brand name, creating an image thereof in the customers’ minds which means that destinations exist not only physically but also mentally in the minds of people. Destination marketers play a role in the creation of the images of such destinations which is dependent on what the destination offers in its depth and breadth. Destination Marketing Organisations (DMOs) should be able to not only understand their destination’s offerings but also who they are targeting and how they should market the destination. DMOs have evolved to become more than mere destination information providers as considerable destination information is now created by fellow travellers which are shared via social networks. The most important change resulting from adopting the concept of social capital in the context of tourism would be that tourism scholars and DMOs become aware of the importance of resources obtained through an individual’s social interactions. Despite the fact that the town of George has a number of attributes it is able to market to potential visitors, it does however not automatically make it a desired destination. The main objective of this treatise is to determine what would give George its marketable destination identity which will be achieved by gaining an understanding of the local residents’ viewpoints of George and to measure them according to specific attributes which are carefully formulated in a survey questionnaire. This treatise aims to determine what George can do to create a destination identity and how such an identity can be applied in the successful marketing of George as a destination town. It is an exploratory quantitative study consisting of literature and case study components used to test proposed hypotheses. It aims to provide guidance to the destination marketers by way of researched literature on the topic of destination marketing as well as offer empirical data gathered from responses to a survey conducted with local residents of George which is focused on creating a destination identity through its business, cultural and sporting events. Based on the statistical analysis of the survey results it will be shown that a relationship exists between Destination Marketing and Events, Branding and Media,which plays a pivotal role in the successful marketing of such events and thereby the brand image of the destination. Based on the literature findings and the empirical data gained for this treatise it was shown that events can be used to create a new brand image for a town like George which already possesses a natural beauty and friendly people. Examples will be discussed where destinations throughout the world have managed to change their brand without changing their environment, from which they have gained a new destination brand. George can strategically convert what it already has to become the destination of choice in terms of intra-town activities and events which could not only enhance its own economy but also that of the surrounding towns. The geographic location of George and that of the Surrounding tourist attractive towns make it possible to design and implement intra-town events with relative ease. As found in researched literature, the residents should be made part of any destination marketing campaign. These events should be designed to incorporate the surrounding towns to capitalise on the concept of intra-town events where George becomes the main centre but uses outlying towns to lure tourist. Respondents to the survey indicate that they somewhat agree that George has sufficient infrastructure to host sports (μ = 3.77), cultural (μ = 3.61) and business events (μ = 3.88) and that hosting such events in George would create job opportunities. The responses for all three event types in this regard have a mean value above μ = 4. Respondents indicated that religious events are deemed the most important (mean value μ = 4.25) while also indicating that they agreed with a mean value of μ = 4.18 that entrance fees influence their decision to attend events. The empirical research conducted in George was designed to gain a representative viewpoint of its residents in terms of what they deem the identity of George to be, the main objective (ROM) of which was to determine what would give George its destination identity. The composite image of the residents of George was measured according to specific attributes which were carefully formulated in the survey.
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Bundwini, Nqobile. "Attitudes towards church retailing in Cape Town, South Africa." Master's thesis, University of Cape Town, 2016. http://hdl.handle.net/11427/22892.
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Religion and commerce are two concepts which give rise to divergent views when associated with each other. Nevertheless, churches are increasingly making use of commercial methods such as marketing and retailing for a vast array of purposes including fundraising, connecting with their congregation and keeping abreast of social, technological and economical changes. As such, the Christian retail industry is a booming industry which cannot be ignored. It is common practice for businesses to investigate various aspects of their target consumers in order to align their efforts to meet the consumers' needs. Likewise, it is necessary that churches that engage in retailing conduct a thorough analysis of their target market. Furthermore, church retailers should consider the peculiar nature of their consumers, which may be influenced not only by their short-term, product-based needs but by their long-term, spiritual needs as well. This research is important as individuals who view the retailing of certain products by churches negatively are unlikely to purchase from church retailers, and may even be unlikely to consider attending the churches that retail those products. In addition, this research will provide church retailers with insight into their consumers, enabling them to structure their retailing efforts more effectively. This study investigates the attitudes of church members toward church retailing, as well as attitudes towards various types of church retail products. A series of 26 in-depth interviews were conducted for this study, resulting in each individual expressing antithetical attitudes towards the broad concept of church retailing, with more distinct positive and negative attitudes emerging following further enquiry about particular product types. Generally, attitudes were more positive towards products perceived to be more authentic with regards to the religious mission of the church, and more negative toward products they perceive to stray from it. Furthermore, attitudes towards church retailing were influenced by what individuals perceive to be the churches' reasons for retailing, as well as the individuals or communities benefiting from the proceeds thereof. The principle inference emerging from this study is that the attitudes of church retail consumers are essential as they largely influence their likelihood to purchase and, in turn, the success of church retailers.
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Jiang, Peng. "A conceptual framework of marketing Chinese tourist to the Western Cape wine routes." Thesis, Cape Peninsula University of Technology, 2008. http://hdl.handle.net/20.500.11838/1713.
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Thesis (MTech (Marketing Management))--Cape Peninsula University of Technology, 2008Resident within the context of tourism marketing, this research, following a proposal that marketing the Western Cape Wine Routes, as a destination component, may enrich and strengthen the image and competition of South Africa as a tourist destination in China, has focused on the psychological behaviour of Chinese tourists and their demographic profiles in respect of the Western Cape Wine Routes. Within this research, a mixed research design was adapted, after layered literature studies that comprised tourism and marketing, consumer [tourist] behaviour and wine tourism, while fieldwork involved both qualitative and quantitative approaches, which covered both experienced and non-experienced Chinese tourists with regard to the Western Cape Wine Routes. During the research fieldwork, a tourist investigation included a set of mini-group interviews and an intercept survey [comprising 275 samples], which provided an understanding of Chinese tourists in respect of the Western Cape Wine Routes, as well as South Africa and Cape Town, by both underlying and broad data. As a result of this research, a blueprint to market the Western Cape Wine Routes as a destination component in China, in the form of a formulated framework, some business recommendations at a strategic level, are represented, which include strategic marketing directions, Chinese tourist market analysis, evaluation of current competition, SWOT analysis, strategic objectives and corresponding strategies in the form of the 8Ps of the tourism marketing mix, as well as major complementary strategic resources. Finally, within an academic perspective, future studies are also suggested. Key words: Chinese tourists, South Africa, strategic marketing, tourism, Western Cape, wine tourism, wine routes and wine tourists.
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Batidzirai, Davison Herbert. "Case study : profitability drivers in the South African airline industry : a comparative analysis of SAA and Comair." Thesis, Rhodes University, 2015. http://hdl.handle.net/10962/d1017191.
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Barnard, Marieka Helen. "An investigation of the use of social media news releases to create dialogue around brands." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1264.
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This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
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Nyamutsambira, Kudakwashe Don. "A framework for event marketing for Nelson Mandela Bay." Thesis, Nelson Mandela University, 2016. http://hdl.handle.net/10948/13647.
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Recent times have seen the increased proliferation of the concept of applying events in promoting destinations. This can be attributed to the effectiveness of events in solidifying the image and attractiveness of destinations. Currently, South Africa ranks as the twenty second most popular location for hosting events and has a foothold of 2.5% of the global event market share. The global pervasion of events has changed the dynamics that surround how destinations are promoted and has also significantly impacted the tourism industry and the respective tourist patterns of consumption. Literature suggests that events are gradually moving from previously being viewed as a complementary leisure activity towards becoming a primary source of attraction for destinations. Literature also confirms the extensive inclination of cities in the use of events for branding destinations. The primary problem that this study investigates is the lack of substantial knowhow with respect to how events can be presented in order to augment and enhance the attractiveness of Nelson Mandela Bay. There is no substantial blueprint that is capable of informing from the perspective of event marketers, how best they can drive a successful event marketing imperative that the local and external consumers can appreciate. Additionally, Nelson Mandela Bay has over the recent years encountered a significant amount of losses stemming from the events realm of its tourist offering. The most recent and calamitous of its losses to date has been estimated at R200 million, which escaped the coffers of the local economy as a result of the internationally applauded IRB World Sevens event moving from the metropolis to Cape Town. This has caused disconcerted and agitated sentiments across business and tourism leadership locally. Since 2011, the IRB World Sevens Series cultivated over R1 Billion towards the local economy. Losses in terms of showcasing the city to a global audience on highly established and followed media platforms are also expected. In addition, given the lack of knowledge with respect to event marketing dynamics, the “Twelve Events in Twelve Months”, an initiative that will see different event themes being launched within the twelve calendar months of the year in Nelson Mandela Bay, runs a high risk of failing to take off upon its launch because local residents and potential tourists, both national and international will lack the knowledge sufficient to stimulate their acceptance and attraction to this concept. This study aims to investigate the concepts, notions and critical success factors that event marketers can apply in order to increase the success of the event marketing imperative in Nelson Mandela Bay. The success of event marketing is expected to increase the attractiveness of Nelson Mandela Bay and brand it as a viable destination to prospective stakeholders. To evaluate the conceptual framework that was suggested by this study based on the literature review, an empirical evaluation was performed amongst the residents of Nelson Mandela Bay through the application of a questionnaire that was electronically and physically distributed. This questionnaire received 3 659 responses and measured respondents’ access and usage of media facilities. It also measured the perceptions of the current state of events in Nelson Mandela Bay. Furthermore, the questionnaire evaluated the destination image of Nelson Mandela Bay. Moreover, hypotheses were tested to evaluate the assumptions that the manner in which events are packaged, placed, positioned and promoted will enhance the attractiveness of Nelson Mandela Bay as a destination. The findings of this study suggest that the strategic bundling, placing, promoting and positioning of events is critical towards advancing an event marketing imperative and sustaining it in the long term. Additionally, the study also indicates that the successful development of a comprehensive event marketing initiative will enhance the attractiveness of Nelson Mandela Bay as a destination. The study thus concludes that event marketers can apply the proposed event marketing framework as a blueprint for informing their strategic development of event concepts in order to enhance their potential for success. The successful establishment of event offerings will consequently amplify the destination attractiveness of Nelson Mandela Bay. This research’s deliverables are expected to positively influence and reinforce the productivity of the social interactions that encompass Nelson Mandela Bay. Essentially, a framework that credibly guides the event marketer’s thinking in developing event concepts for the city is expected to enhance the attractiveness, sustaining and success of events therein. The success of events is expected to widen business prospects within the city. Moreover, eminent events are also expected to position Nelson Mandela Bay as a formidable player, and an attractive destination to aspiring investors, decision makers and visitors. This is expected to widen the resource base of the local players within the city, and motivate for more collaboration amongst them in a quest of deriving mutual gain from the city’s progression. In view of these notions, this study can be grounded in the social capital theory.
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Adams, Pedro Duan. "An international marketing framework for Ford South Africa in Nigeria." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/3869.
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Africa is seen as the last investment frontier and according to literature will have a GDP of $1.5 trillion by the year 2016 and a population that is double the size of Europe. The rapid expansion of infrastructure and construction in African countries, such as Mozambique and Zambia has increased the demand for commercial vehicles. This has sparked unparalleled marketing opportunities for automotive manufacturers and the continent is fast attracting major players in this sector. The international marketing literature still lacks detailed studies and research into the marketing deliberations and trades in Africa. Therefore, according literature a greater representation of African culture within the international marketing literature would provide relevance and richness in the global market place and offer greater insight to organisations who are seeking to invest and expand their businesses in Africa. The management issue here is to comprehend the diversity and vastness of this region and putting together all spheres to ensure growth and creating brand loyalty. The key challenge here is for management to be able to grasp and understand not only the various cultures but also the way of doing business in such a vastly different region. It is therefore imperative for Ford Motor Company to fully understand these factors so as to take full advantage associated with entering a market early which is commonly referred as first-mover-advantage. A case in point is when General Motors entered the Chinese automotive industry in 1997 when the Chinese market was relatively small. General Motors’ enthusiasm and commitment back in 1997 was driven by a belief that China would ultimately become an economic powerhouse and emerge as one of the world’s largest automotive markets. By the year 2010 China was one of the world’s biggest automotive markets and General Motors was a dominant force in this market. Africa has all the key elements for the growth and development of a robust automotive market. By studying past experiences and outcomes from empirical studies on international marketing with emphasis on the automotive industry, it will be possible to draw lessons and experience about the potential growth of the automotive sector on the African continent. This study will also be of great significance to other automotive manufacturers and suppliers looking to expand their business and market share across Africa due to the increase of the middle class. Therefore creative strategies and thinking of how to circumvent challenges in the African cultural environment, creativity in managing bureaucracy and due diligence about business and investment opportunities will uncover unprecedented volumes of profitable business that lies untapped on the African continent. Data from the quantitative study suggest that culture, political environment, country-of-origin, competition and country infrastructure in Nigeria, are essential factors to the development of a successful international marketing strategy for Ford South Africa. This study therefore concludes that Ford Motor Company of South Africa can utilize this framework in order to gain greater market share and ultimately success in Nigeria. Recommendations were also made for future research studies that can contribute to the international marketing literature with emphasis on the African market.
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Mounsear-Wilson, Clifford. "E-commerce as an alternative marketing channel." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/1615.
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Information technology (IT) has become an integral part of the success and globalisation of business over the last two decades. It is hard to imagine how the efficiencies expected in today’s fast paced business world could possibly be achieved without the advancements in IT. The most significant of these advancements is arguably the advent of the Internet which has empowered businesses of all sizes by giving them the means to promote their products and services at a relatively low cost in markets that would previously have been inaccessible. The aim of this study was to assess whether e-commerce represents an alternative channel for a brick and mortar company wishing to follow a market penetration strategy. The study was based around a company, Canoa Eastern Cape, which trades in the office automation industry in the Eastern and Southern Cape of South Africa. The study investigated the history of Canoa Eastern Cape, focusing predominantly on the growth strategies followed by the business in the past. With a view to the future, growth strategies which could potentially be followed by Canoa Eastern Cape were also investigated. The result of these investigations was a recommendation that Canoa Eastern Cape should follow a market penetration strategy, which will see the business marketing its existing products within its current market by making use of a new distribution channel, more specifically e-commerce. In order to assess the suitability of e-commerce as a tool within a market penetration strategy a literature study was conducted to get a better understanding of ecommerce and its viability as business tool. The literature study focused on eight core concepts felt to be critical in the evaluation of e-commerce, namely: • the development of e-commerce over the past years; • the future of e-commerce; • whether e-commerce is a financial success or not; • requirements for e-commerce to be successful; iv • products that customers are prepared to buy online; • industries most affected by e-commerce; and • demographics of e-commerce users; and • e-commerce in the office automation industry. Using the information gained in the literature study as a basis from which to start, an empirical study was conducted. The objective of the empirical study was to obtain data which would be used to assess the level to which e-commerce has been adopted by consumers in the specific geographic area and whether these consumers are willing and able to make use of e-commerce as an alternative to conventional purchasing for the procurement of office automation consumables and office automation equipment. A quantitative research paradigm was adopted, making use of a structured questionnaire to gather information from the sample of Canoa Eastern Cape’s customers. The data collected from the empirical study were analysed using univariate and bivariate analysis. The findings of the empirical study suggested that: • demographics are a poor indicator of adoption of e-commerce; • there is a significant adoption rate within the sample: o 79.85 percent of the respondents reported to have used e-commerce before for personal use; and o 59.13 percentreported to have used e-commerce before for business use; • there is a high rate of willingness to use e-commerce again: o 91.09 percent of the respondents indicating that they would use e-commerce again for personal use; and o 80.18 percent indicating that they would use e-commerce again for business use; • there is a high likelihood that consumers will buy office automation consumables through an e-commerce channel, with 65.82 percentof the respondents indicating that they would be likely or very likely to buy consumables through an e-commerce channel; • there is no significant difference in the adoption rates between the three main areas within the targeted sample, that is, East London, Port Elizabeth and George and Knysna. Given the findings of the empirical study it is felt that an e-commerce solution does present a viable alternative channel for a brick and mortar company trading in the Office Automation Industry in the Eastern and Southern Cape wishing to follow a market penetration strategy.
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Brown, Johanna Maria Elizabeth. "The marketing generations of South Africa / Johanna Maria Elizabeth Brown." Thesis, North-West University, 2006. http://hdl.handle.net/10394/1679.
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Since the abolishment of the Apartheid-era, it is evident that the marketing generations in SA
changed considerably. The increased job opportunities for Black people have important
implications, by providing them with a stable income and opportunities for advancement for
themselves and their children. The black upcoming middle class, as well as the low-end of
the black consumer market, are contributing strongly to a rapid rise in the profits and share
values of companies in the retail sectors.
The four American generations at work today have unique work ethics, different perspectives
on work, distinct and preferred ways of managing and being managed and idiosyncratic
styles. It is therefore important to become more attuned to generational preferences in order
to market and sell more successfully.
An empirical research on the spending patterns of Black Africans was conducted using the
Black Emerging Generations (BEG) Model as the questioning technique. The questionnaire
was completed by 462 respondents, answering 48 questions in the following criteria: (1)
Demographic detail, (2) Residence, (3) Clothing (4) Transport (5) Music, (6) Technology and
(7) Advertising. From the literature review and the empirical research it was possible to
establish the consumer behaviour of the Buppies, as well as compare their preferences and
habits with the US Model. Specific conclusions and recommendations were established.
Traditional sales and marketing methods will need to be re-evaluated. Stepping beyond
"business as usual" takes many established businesses outside of their comfort zones; while
new competitors and existing competitors are embracing their entrepreneurial spirit. The
strategies formulated around targeting unique customer profiles (diversity and/or age) and
implementing an integrated set of tactics required to serve those strategies, will mean the
difference between those who realise their goals and those who fall short.
It is evident that generational values influence consumer decisions more than the traditional
demographic factors of income, education, etc. Buying- and shopping preferences, expected
treatment as a customer and product information demands will vary from one generation to
the next. Therefore businesses have no choice; it must understand generational influences
on the marketplace and workplace, because those influences are powerful and permanent.
Those who learn the values, motivations and attitudes of each generation will succeed much
better than the ignorantThesis (M.B.A.)--North-West University, Potchefstroom Campus, 2006.
Books on the topic "Airlines – South Africa – Marketing"
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Solomon, Emily. Marketing in South Africa. Washington, D.C: U.S. Dept. of Commerce, International Trade Administration, 1992.
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Saayman, M. Tourism marketing in South Africa. Potchefstroom: Leisure Consultants and Publications, 1997.
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Marketing tourism in South Africa. 4th ed. Oxford: Oxford University Press Southern Africa, 2011.
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1968-, George Richard, ed. Marketing tourism in South Africa. 3rd ed. Capetown: Oxford University Press Southern Africa, 2008.
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Simpson, John. Marketing in South Africa: Cases and concepts. 3rd ed. Pretoria: Van Schaik, 2007.
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John, Simpson. Marketing in South Africa: Cases and concepts. 3rd ed. Pretoria: Van Schaik, 2007.
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John, Simpson. Marketing in South Africa: Cases and concepts. 3rd ed. Pretoria: Van Schaik, 2007.
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Bridget, Dore, ed. Marketing in South Africa: Cases and concepts. 2nd ed. Pretoria: Van Schaik, 2004.
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Duncan, Reekie W., ed. Marketing in South Africa: Decision analysis, theory, and practice. Braamfontein, Johannesburg: Macmillan South Africa, 1985.
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The new marketing: Building strong marketing strategies in South Africa today. Halfway House: Zabra Press, 1999.
Find full textBook chapters on the topic "Airlines – South Africa – Marketing"
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Singh, Satyendra. "South Africa." In Luxury and Fashion Marketing, 124–27. New York, NY : Routledge, 2021. | Series: Routledge studies in marketing: Routledge, 2020. http://dx.doi.org/10.4324/9781351269605-15.
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Brennan, Ross, Paul Baines, Paul Garneau, and Lynn Vos. "Glaxosmithkline in South Africa." In Contemporary Strategic Marketing, 291–301. London: Macmillan Education UK, 2008. http://dx.doi.org/10.1007/978-0-230-37404-1_18.
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Berndt, Adele. "Sponsorship Evaluation in South Africa." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 283–87. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11845-1_98.
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Sing, Nevensha. "Experiences of Doctoral Students’ Vulnerability in South Africa." In Higher Education Marketing in Africa, 343–67. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39379-3_13.
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Siso, Linda, Geoff Bick, and Russell Abratt. "Corporate Branding in South Africa." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference, 64. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_40.
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Higgs, Nicola Susan, and Russell Abratt. "Ethical Beliefs of Sales Managers Operating in South Africa." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 77–81. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17323-8_21.
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Cullen, Margaret D. M., André P. Calitz, and Watiri Kanyutu. "The Importance of University Rankings for Students’ University of Choice: A South African Perspective." In Higher Education Marketing in Africa, 315–42. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39379-3_12.
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Makhitha, K. M. "Green Product Management: An Emerging Market Perspective in South Africa." In Green Marketing in Emerging Markets, 145–77. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-74065-8_7.
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Oluwasola, Omolola. "Digital marketing communication strategies for private universities in South Western Nigeria." In Strategic Marketing of Higher Education in Africa, 136–56. Abingdon, Oxon ; New York, NY : Routledge, 2020. | Series: Routledge studies in marketing; 9: Routledge, 2020. http://dx.doi.org/10.4324/9780429320934-10.
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Abratt, Russell, Nicola Higgs, and Deon Nel. "Ethical Perceptions of Retail Managers in Australia, Singapore, South Africa and Zimbabwe." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 516–20. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17323-8_112.
Full textConference papers on the topic "Airlines – South Africa – Marketing"
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de Jager, J. W., and L. de W. Fourie. "Preferred service quality in domestic airlines: South Africa versus Italy." In SUSTAINABLE TOURISM 2006. Southampton, UK: WIT Press, 2006. http://dx.doi.org/10.2495/st060021.
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van der Merwe, Mc Donald, and Wynand JC van Staden. "Unsolicited Short Message Service marketing: A preliminary investigation into individual acceptance, perceptions of content, and privacy concerns." In 2015 Information Security for South Africa (ISSA). IEEE, 2015. http://dx.doi.org/10.1109/issa.2015.7335072.
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Chalomba, Nakuze, and Meenakshi Gujral. "CONSUMER PERCEPTIONS AND ADOPTION OF MOBILE PAYMENTS IN JOHANNESBURG, SOUTH AFRICA: A CASE OF UNIVERSITY STUDENTS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.09.07.02.
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ROBERTSON, D. G., P. A. LOUW, and P. L. VAN DER WALT. "THE BULK RADIOISOTOPE PORTFOLIO OF THE ATOMIC ENERGY CORPORATION OF SOUTH AFRICA LIMITED - TECHNICAL AND MARKETING DEVELOPMENTS." In Proceedings of the 3rd International Conference on Isotopes. WORLD SCIENTIFIC, 2000. http://dx.doi.org/10.1142/9789812793867_0115.
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Rhodes, Jo. "Can E- Commerce Enable Marketing in an African Rural Women's Community Based Development Organisation?" In 2001 Informing Science Conference. Informing Science Institute, 2001. http://dx.doi.org/10.28945/2379.
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The World Bank Development Report (2000) findings show that at the macro level the most effective anti poverty policies are those that achieve equity through redistribution whilst simultaneously enhancing the efficiency of the markets used by poor people. It also found that even if markets work, poor people need assistance to overcome the obstacles that prevent them from freely accessing markets on an equal basis with other business groups. Investment in infrastructure and modern technologies such as ITC’s may break down some of the barriers of access such as physical remoteness and are cited by the World Bank as a potential solution to creating market access. However there is little existing research that examines this scenario at the micro level. This paper uses a case study- the Rural Women's Association (RWA) of Sekhuhkuneland, Northern Province, South Africa to examine if E- commerce can enable access to markets in a impoverished, under resourced rural location. This paper has 5 parts: Part 1 consists of the background and rationale for this study, Part 2 focuses on the education, business acumen and gender issues. Part 3 discusses the current market environment. Part 4 discusses possible business models that can integrate e-commerce in its implementation. Part 5 provides the research questions and the methodology for this study. The final discussion in this study provides us with a viable e- commerce model that could be used in a rural setting and could provide greater economic development for this community.
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Swayne, Rick, and Bryan A. Erler. "Globalization of ASME Nuclear Codes and Standards." In 14th International Conference on Nuclear Engineering. ASMEDC, 2006. http://dx.doi.org/10.1115/icone14-89778.
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With the globalization of the nuclear industry, it is clear that the reactor suppliers are based in many countries around the world (such as United States, France, Japan, Canada, South Korea, South Africa) and they will be marketing their reactors to many countries around the world (such as US, China, South Korea, France, Canada, Finland, Taiwan). They will also be fabricating their components in many different countries around the world. With this situation, it is clear that the requirements of ASME Nuclear Codes and Standards need to be adjusted to accommodate the regulations, fabricating processes, and technology of various countries around the world. It is also very important for the American Society of Mechanical Engineers (ASME) to be able to assure that products meeting the applicable ASME Code requirements will provide the same level of safety and quality assurance as those products currently fabricated under the ASME accreditation process. To do this, many countries are in the process of establishing or changing their regulations, and it is important for ASME to interface with the appropriate organizations in those countries, in order to ensure there is effective use of ASME Codes and standards around the world.