Bemarking van die Drakensberger as beesras in Suid–Afrika

Abstract

There is currently no strategic marketing plan for stud or commercial breeders of the Drakensberger breed of cattle in South Africa. This study aims to determine what strategic marketing plans can be employed that could be successful for the different levels of Drakensberger cattle farmers. The analysis set off by a literature review of the beef industry in South Africa. Currently domestic production serves 85% of the local beef market. The literature review showed that, irrespective of breed or geographical area, specific characteristics, such as fertility, adaptability and temperament, could be identified as critical success factors for the beef industry. The Drakensberger as competitive breed of cattle, is also analysed within a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats), while the beef industry is analysed by means of Porter's 5-forces model. From the results conclusions were made on the farming profile of the Drakensberger farmers, their marketing orientation, as the important elements relevant to a marketing plan of the Drakensberger breed of cattle. This includes attractive promotional and advertising possibilities, pricing and product promotion activities. A number of marketing recommendations are also made to improve the market share of the Drakensberger breed of cattle in South Africa.