Bemarkingstrategieë vir die Wes-Transvaal Besigheideenheid van Kynoch Kunsmis Bpk.

Abstract

The aim of this study was to develop a marketing strategy for a business unit of a fertilizer company, operating in the South African agricultural market. Sales of fertilizer declined over the last decade because of a sharp decline in the total market size as well as the deterioration of the financial position of the South African farmer. An overview of the historic development and current status of the fertilizer industry of South Africa is given, which serves as background information to the study. In the study the theory of strategic marketing planning and other strategies, is discussed. A market survey was done amongst the leading farmers in the Western Transvaal. The purpose was to gather information on the perceptions of farmers on the following matters: * preferred suppliers of fertilizer; * services needed; * distribution channels; *the price of fertilizer and services; and * quality of service and which agricultural organizations could best provide the service. The proposed marketing strategy is aimed at the functions of the Western Transvaal Business unit of Kynoch Fertilizer Ltd.