An analysis and assessment of the wine industry as a viable business opportunity for CHEP SA (Pty) Ltd

Barnard, Bret (2002-12)

Thesis (MBA)--Stellenbosch University, 2002.

Thesis

ENGLISH ABSTRACT: This study investigates the South African Wine industry as a viable market for CHEP SA (Pty) Ltd, using standardised pallet configurations, in the distribution of wine products. The study focuses on the global alcoholic beverage industry and how the South African wine industry is integrated within these markets. The global wine industry has experienced a decline in consumption since 1980, along with a number of changes in the way wine has been marketed. Means of marketing and consumption may vary from country to country, and remains a critical factor of consideration for CHEP SA. The results of the study indicates that in order for CHEP SA to successfully penetrate this market, CHEP SA will need to integrate themselves into the supply chain of the industry and to develop a better understanding of the global wine market. Results of interviews conducted and analysis of the industry indicates, that the market consists of a large number of producers in an industry, which is highly fragmented and uncoordinated. These producers and exporters are in the process of establishing a strategy, which will consolidate the industry and pursue the global wine industry. The identification of global export trends and markets in the alcoholic beverage industry, such as the gradual shift from European markets to North American and Asian markets provides CHEP SA with a clearer understanding of what future distribution and service requirements are needed. The importance of the retailer as well as branding in the wine industry has been identified as two critical factors which require more attention by market participants who wish to provide secondary products and services in the industry like CHEP SA.

AFRIKAANSE OPSOMMING: Hierdie studie ondersoek die Suid Afrikaanse wynbedryf as 'n lewensvatbare mark waar CHEP SA (Pty) Ltd, sy standaard draagplate kan gebruik in die verspreiding van wynprodukte. Die studie fokus in die geheel op die totale alkaholiese drank bedryf en hoe die Suid Afrikaanse wynbedryf homself integreer in hierdie wêreldmarkte. Die wêreld se wynbedryf ervaar sedert 1980 'n afname in gebruik en dit gaan gepaard met verskeie veranderinge in maniere waarop die produkte bemark word. Hierdie gebruiksyfers en bemarkingstegnieke mag verskil van land tot land, maar bly uiters belangrike faktore wat CHEP SA in oorweging sal moet neem. Die uitslag van hierdie studie toon dat vir CHEP SA om met sukses die mark toe te tree, hulle genoodsaak sal wees om hulself ten volle te integreer met die aanvoerketting van die bedryf asook 'n baie beter begrip te hê van die wêreld se wynbedryf. Die resultate van onderhoude gevoer met industrie kenners toon daarop dat die berdyf uit 'n groot hoeveelheid en hoogs gefragmenteerde en ongeköordineerde groep produsente bestaan. Hierdie produsente en uitvoerders is huidiglik in die proses om 'n strategie vas te lê, wat die industrieë sal verenig om die wêreldwynbedryf te kan aandurf. Die identifiseering van wêreld uitvoer tendensies en markte van die alkoholisie drankbedryf soos byvoorbeeld die geleidelike verskuiwing van die Europese markte na die Noord Amerikaanse en Asiatiese markte, verskaf CHEP SA 'n baie duideliker begrip vir die toekomstige vereistes wat benodig sal word met betrekking tot verspreiding en dienslewering. Die belangrikheid van die kleinhandelaar asook die gebruik van handelsmerke in die wynbedryf word geidentifiseer as twee van die mees belangrikste faktore wat aandag sal moet geniet deur markspelers wat graag sekondere produkte en dienste wil verskaf in die industrie soos CHEP SA.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52655
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