A sustainable marketing strategy for Dutch tourists to South Africa

2006 ◽  
Vol 28 (1) ◽  
Author(s):  
Carina Van Schalkwyk ◽  
Melville Saayman
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Sustainable Marketing

scholarly journals MAPPING SEASCAPES TOURISM DESTINATION IN INDONESIA

2018 ◽  
Vol 1 (1) ◽  
pp. 71-80
Author(s):  
Ismayanti Ismayanti
Keyword(s):  
Marketing Strategy ◽  
Brand Awareness ◽  
Quality Level ◽  
Competitive Advantages ◽  
Market Penetration ◽  
Tourism Destination ◽  
Loyal Customer ◽  
Expansion Stage ◽  
Sustainable Marketing ◽  
Tourist Infrastructure

This research was to map prospective seascapes tourism destination. As results, some challenges occurred in seascapes destination development. Thus, it can be concluded that main activities of seascapes tourism are: cruising, yachting, surfing, leisure fishing and watersport activities i.e. Jet skiing. The development of seascapes tourism destination falls into: (1) Pioneering phase takes place in new-found attraction that it is recently built and has potential tourists; (2) Expansion stage occurred in areas that already exist with certain service quality level and loyal customer; (3) Improvement phase, the area is mature and ready-visit; and (4) Revitalization for saturated destination. It was recommended that marine infrastructure and tourist facilities such as: floating pontoons and dinghy-jetty, FB establishment and toilet must be constructed. Brand awareness and market penetration are created. Evaluations on existing activities and attractions as well as maintenance of infrastructure, networking and hard-selling act were needed. Sharpen competitive advantages, sustainable marketing strategy; maintain loyalties of tourist, infrastructure and facilities as well as networking are a must. Feature of attraction and activities should be modified, re-adjustment based on tourist’s preference and re-orientation on networking when destination reach revitalization phase.

scholarly journals Do small craft businesses need strategic marketing to survive?

2016 ◽  
Vol 13 (2) ◽  
pp. 399-404 ◽  
Author(s):  
K.M. Makhitha
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Strategic Marketing ◽  
Target Market ◽  
Secondary Research ◽  
Small Craft ◽  
Craft Industry

The purpose of this paper was to determine if small craft producer businesses need strategic marketing to survive. Existing literature on strategic marketing and the craft industry in South Africa (SA) was used to answer the following question: do small craft businesses need strategic marketing to survive? Since craft producers lack access to the market, they face major challenges in marketing their products successfully. Secondary research was used to determine the need of strategic marketing by craft producers in SA. Strategic marketing is crucial since craft producers must research changes developments taking place in the market and to be able to develop an appropriate marketing strategy to sustain their businesses. This will enable craft producers to identify customers and to formulate an appropriate marketing strategy to reach their chosen target market. The research revealed it enables them to identify customers and to formulate an appropriate marketing strategy to reach their chosen target market. The study revealed that craft producers do need strategic marketing to survive in South Africa

scholarly journals Sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe

2017 ◽  
Vol 15 (2) ◽  
pp. 288-300 ◽  
Author(s):  
Africa Makasi ◽  
Krishna Govender
Keyword(s):  
Marketing Strategy ◽  
Structural Equation ◽  
National Policy ◽  
Modern Technology ◽  
Marketing Strategies ◽  
The Body ◽  
Equation Modeling ◽  
Sustainable Marketing ◽  
Research Findings ◽  
New Perspective

This article provides a new perspective on sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe by linking two diverse streams of literature, namely, globalization and marketing strategy. A quantitative approach was adopted to obtain data from 127 respondents using a two-stage cluster sample. Structural Equation Modeling (SEM) confirmed three of four hypothesized relationships, namely that integrated co-alliances, modern technology and national policy impact the sustainability of clothing and textile sector in Zimbabwe. The adoption of a standardized marketing strategy characterized by uniform application of the marketing mix elements with minor modifications will have a significant impact on the capacity of the C&T sector to withstand the adverse effects of globalization. The research extends the body of existing knowledge on marketing strategy in the context of globalization of Zimbabwe’s C&T sector, and argues empirically for a new approach to developing and implementing competitive marketing strategies. The research findings will enable companies in the C&T sector of a developing economy to craft competitive marketing strategies, which incorporate internal company capabilities and technology, and also recognize the role of national policy in the globalization discourse.

scholarly journals Strategiese bemarkingsbestuur by enkele leweransiers aan die landbou in die Republiek van Suid-Afrika

1986 ◽  
Vol 17 (2) ◽  
pp. 93-100
Author(s):  
J. J. Van Zyl
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Agricultural Sector ◽  
Free Market ◽  
Theoretical Background ◽  
Point Of View ◽  
Marketing Management ◽  
Strategic Marketing ◽  
The Republic ◽  
The Individual

Strategic marketing management of some suppliers to the Agricultural sector in the Republic of South Africa The Republic of South Africa is at present in a state of change within the economical, political, social, institutional, physical and international environments. Change in these fields is still in an early phase and rapid changes can be expected in future. From a management point of view, these changes are a fact and must be considered and taken into account in the decision-making process. Modern enterprise in the free-market system functions within the framework of the changing environment and the ability to grow and develop are dependent on the ability of the individual firm to adapt to these changes. The aim of the research was to determine how marketing management of some suppliers of capital equipment to the agricultural sector apply strategic marketing principles and practices, to enable their firms to adapt to constant external changes. Apart from a theoretical background some empirical research was undertaken to determine the composition of the management and marketing strategies. The emphasis is, however, on the formulation of the marketing strategy and the implementation of the marketing strategy.

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

scholarly journals Who spends and who does not: Clustering visitors at a national arts festival

2011 ◽  
Vol 42 (1) ◽  
pp. 9-16 ◽  
Author(s):  
M. Saayman ◽  
A. Saayman ◽  
E. Slabbert
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Strategy ◽  
Chi Square ◽  
Ticket Sales ◽  
Arts Festivals ◽  
The Arts ◽  
Chi Square Test ◽  
Arts Festival ◽  
First Time

The Grahamstown National Arts Festival is the oldest National Arts Festival in South Africa and was founded in 1974. This celebration of the arts takes place over a period of eleven days with the main festival running over eight days, which also makes it the longest (in terms of number of days) arts festival in the country. The literature review revealed that high spenders at arts festivals are also the visitors who buy the most show tickets. The success of these events is determined by ticket sales and not necessarily by the number of visitors. Therefore, the purpose of this paper is to determine who the high spenders at the Grahamstown National Arts Festival are. Data obtained during the festival in 2008 by means of a questionnaire survey (N=446) was statistically analysed by means of K-means clustering, Pearson‟s chi-square test and ANOVAs. Results indicated two clusters, namely high and low spenders and can assist festival organisers in developing a more focused marketing strategy and festival programme. This was the first time that K-means clustering was applied to festival data in South Africa.

SUSTAINABLE MARKETING STRATEGY - THE WAY TO GAIN PROFITS ON INTERNATIONAL MARKETS

2018 ◽  
Author(s):  
Saša Virijević Jovanović ◽  
◽  
Vesna Pijevac ◽  
Vesna Filipović ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
International Markets ◽  
Sustainable Marketing ◽  
The Way

scholarly journals Should Polytechnics Rely Solely on International Agents to Recruit International Students? A Case Study in New Zealand

2017 ◽  
Vol 9 (6) ◽  
pp. 14
Author(s):  
Shaohua Yang ◽  
M. Akhtaruzzaman
Keyword(s):  
Higher Education ◽  
New Zealand ◽  
International Students ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Policy Implications ◽  
Tertiary Institutions ◽  
Deductive Method ◽  
Sustainable Marketing ◽  
Visa Application

The aim of this paper is to investigate whether polytechnics should rely solely on international agents to recruit international students or not. To analyse the use of agents to recruit international students by tertiary institutions in New Zealand, this study attempts to find effectiveness and shortcomings of using international agents as a marketing strategy in recruiting international students. Though marketing strategies of marketing higher education is not new to the Anglo-Saxon countries (UK, US, and Australia), however, such marketing strategies of tertiary institutions in New Zealand have not been examined empirically. Deductive method of research was adopted and a total of 150 international students who studied at undergraduate and postgraduate level in a polytechnic in the Bay of Plenty in New Zealand participated in the research. The empirical findings of the research suggest that most international students relied on international agents for visa application and for enrolment process. A significant concern that a large proportion of the international students pointed to is the information mismatch between the promises by the agents and the reality that the international students faced here in New Zealand. It is suggested that relying solely on international agents to recruit international students might not be a sustainable marketing strategy for the tertiary institutions and other marketing strategies needs to be explored as well. Several policy implications in marketing strategy of higher education are also suggested in this study. 

scholarly journals Internal marketing strategy: Focusing on staff orientation in health care in South Africa

2008 ◽  
Vol 8 (1) ◽  
Author(s):  
J. W. De Jager
Keyword(s):  
South Africa ◽  
Health Care ◽  
Marketing Strategy ◽  
Health Care Providers ◽  
Internal Marketing ◽  
Staff Satisfaction ◽  
Care Providers ◽  
High Turnover ◽  
Staff Members ◽  
Provincial Hospital

Purpose: The purpose of the paper is to determine the levels of satisfaction in respect of pre identified internal marketing-related variables in a large provincial hospital in South Africa. Problem investigated: Low job satisfaction is often cited as a major cause of high turnover among health care providers worldwide. Likewise the Public Health Care Industry in South Africa is facing complex employee retention issues. In determining the reasons for high turnover an interest in evaluating employee satisfaction among health care providers has increased. Measuring components of job satisfaction will assist not only the health care organisations' management to understand hospital culture, but also to compile an effective internal marketing plan and strategy. Design/Methodology/Approach: A staff satisfaction survey was conducted amongst staff members at a provincial hospital in the Tshwane region, South Africa. Attitudes of staff on pre-identified staff satisfaction variables were assessed. These variables were employed to implement an internal marketing strategy. A list of variables was formulated after an extensive literature study had been conducted. A total of 416 staff members voluntarily completed a self-administered questionnaire. A five-point Likert type scale was used to measure the levels of satisfaction on staff-related issues, with a view to addressing issues in the internal marketing strategy. Findings : It was evident that the management principles currently employed by the management team were a cause for concern among staff members. Based on the analysis that identified the satisfaction variables best it was clear that management should take immediate steps to address the following issues : Clarification of hospital goals \ objectives; Understanding the goals of the respective departments; The functioning of the Human resource department; Functioning of the overall hospital management; andImplications: This paper aims to present a comprehensive framework for Provincial Hospital Management to prioritise important staff related issues in order to satisfy their needs. The recommendations of this study need to be applied if acceptable health care is to be provided.Originality/Value: This study challenges existing internal marketing studies on health care services. Its significance lies in an attempt to establish the needs of diversified health care staff in a health care setting. It offers uniquely South African internal marketing framework that focuses on similarities and differences between medical and nursing staff in a Gauteng public hospital.

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