Die mededingendheid van Suid-Afrikaanse wyn ondernemings in nuwe wêreld waardekettings

Jordaan, Jacques (2005-12)

Thesis (MBA)--Stellenbosch University, 2005.

Some digitised pages may appear illegible due to the condition of the original hard copy

Thesis

ENGLISH ABSTRACT: The international surplus of wine and the strong Rand resulted in tremendous pressure on wine organizations to stay relevant and profitable. The biggest challenge for South African wine organizations are to keep a market oriented focus and manage the value chain costeffectively. This study was undertaken to investigate the structures of value chains used by South African export organizations as well as the way that these organizations function in this environment. To succeed in this goal questionnaires were sent to South African export organizations. Information was analyzed to investigate the positioning and trading terms that were generally used. The structure of value chains was determined as well as the participation of export organizations in demand chains. Data was analyzed to determine if the type of organization and the volume of export had an influence on the positioning of the organization, trading terms and the structure of the value chain. Most export organizations, exported less than 5 000 cases of wine each year and could be classified as small and medium enterprises. The type of organization had an influence on the payment terms as well as the positioning of the products in the market. The country of import mainly influenced the structure of the value chain. Ordering systems were not ideally suited to provide in the changing demand of consumers and a lack in the use of information technology to manage the value chain was apparent. A significant number of organizations were not actively involved in stimulating the consumer to buy their products. Therefore South African wine export organizations are still highly fragmented and do not succeed in managing the value chain as an integrated system. Improved market research should be done before the positioning of products with the focus on profit margins instead of price segments. Information technology should be utilized to reach higher service levels in the value chain and contribute in exceeding the buyer's expectations.

AFRIKAANSE OPSOMMING: Die huidige ooraanbod van wyn op die wêreldmark, tesame met 'n sterk rand, plaas wynprodusente onder geweldige druk om winsgewend en relevant te bly. Die grootste uitdagings vir Suid-Afrikaanse wynondernemings is om waardekettings markgefokus te kry en koste effektief te bestuur. Hierdie studie is onderneem om ondersoek in te stel na die waardekettingstrukture wat gewild is by Suid-Afrikaanse uitvoerondernemings en die wyse waarop die ondernemings daarin funksioneer. Om in hierdie doel te slaag is vraelyste na Suid-Afrikaanse uitvoerondernemings gestuur. Die inligting is verwerk om die posisionering en handelsterme wat ondernemings gebruik te ondersoek. Die struktuur van waardekettings wat na die uitvoerbestemmings gebruik word is bepaal asook die betrokkenheid van uitvoerondernemings by vraagkettings. Data is so ge-orden om te bepaal of die tipe onderneming en die volume botteluitvoere 'n invloed het op die posisionering, handelsterme en die struktuur van waardekettings. Die meeste uitvoerondernemings voer minder as 5 000 kiste per jaar uit en kan as klein en medium organisasies geklassifiseer word. Die tipe onderneming het 'n invloed gehad op betalingsterme wat beding word asook op die pryssegmente waarin wyne geposisioneer word. Die struktuur van waardekettings is hoofsaaklik beïnvloed deur die land waarheen uitgevoer word. Bestel- en versendingsisteme word nie optimaal bestuur nie en die aanwending van inligtingstegnologie om die waardeketting te bestuur kry nie baie aandag nie. Heelwat ondernemings was ook nie aktief betrokke om die verbruiker te stimuleer om sy produkte te koop nie. Suid-Afrikaanse uitvoerondernemings is dus nog baie gefragmenteerd en slaag nie daarin om die waardeketting as 'n geïntegreerde proses te bestuur nie. Beter marknavorsing behoort gedoen te word wanneer wyne posisioneer word met die fokus op winsmarges eerder as pryssegmente. Die beskibare inligtingstegnologie behoort aangewend te word om hoër diensvlakke in die waardeketting te handhaaf en so die verbruiker se verwagtinge te oortref.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/50327
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