Guidelines for a strategic export initiative for South African wineries

Botha, Pieter Clemens (2002-12)

Thesis (MBA)--Stellenbosch University, 2002.

Thesis

ENGLISH ABSTRACT: The sharp decline in the brandy market since 1997, together with a world wide focus towards the production and marketing of quality wines and brand building, as driven by changing market preferences, served as a wake-up call to South African producers to adjust their strategy to accommodate this international trend. Given the stagnant nature of the domestic market for high price wines in South Africa, growth prospects through the investment in marketing and brand building of higher price wines is very limited in South Africa, and South African wine producers wishing to pursue growth is left with no other option but to embark on an overseas marketing initiative. A large amount of cellars wishing to start focusing on the marketing of their wines outside the borders of South Africa don't possess the knowledge and skills to tackle such an initiative. This study project aims to assist the prospective wine exporter in the process of initiating and executing a strategic export initiative. Specific focus is placed on the importance of the optimisation of the total value chain.

AFRIKAANSE OPSOMMING: Die skerp afname in die brandewyn mark sedert 1997, tesame met 'n wêreldwye fokus op die produksie en bemarking van kwaliteit wyne en die bou van handelsmerke, soos gedryf deur veranderde mark voorkeure, het gedien as bewusmaking vir Suid-Afrikaanse produsente om hul strategieë aan te pas om hierdie internasionale tendens te akkommodeer. Gegewe die stagnante karakter van die binnelandse mark vir hoë prys wyne in Suid-Afrika, is groei vooruitsigte deur die belegging in bemarking en die bou van handelsmerke van hoër prys wyne baie beperk in Suid-Afrika, en Suid- Afrikaanse wyn produsente wat groei wil nastreef, word gelaat met geen ander opsie as om 'n oorsese bemarkings inisiatief te onderneem nie. 'n Groot aantal kelders wat wil begin fokus op die bemarking van hul wyne buite die grense van Suid-Afrika beskik nie oor die kennis en vaardighede om so 'n inisiatief aan te pak nie. Hierdie studieprojek streef daarna om die voornemende wynuitvoerder behulpsaam te wees in die proses van inisiëring en uitvoering van 'n strategiese uitvoer inisiatief. Spesifieke fokus word geplaas op die belangrikheid van die optimalisering van die totale waardeketting.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52871
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