'n Bemarkingstrategie vir sement

Abstract

A study is made of the marketing of cement under the cartel for the last 50 years and the advantages and disadvantages shown. Arguments in favour of the existance of the cartel and the negative effects of the cartel for the South African economy is looked at. The requirements for a free market system and the determining factors for a marketing strategy is documented. Questionaires was send to the manufacturers and consumers of cement to establish the needs of the consumers and the offer of the manufacturers and to point out the differences. It is clear, according to the difference in offer and requirement, that the manufacturers did not do thorough mark research with the change from the cartel to the free market system. With the requirements of a marketing strategy under the free market system a strategy for the marketing of. cement is compiled which will give the manufacturer a competitive advantage and make him a market leader.