N BEMARKINGSTRATEGIE VIR DIE HANDELSAFDELING VAN DIE MAGALIESBERGSE GRAANKOOPERASIE BEPERK

Abstract

A strategic approach to the marketing field of the MGK is of vital importance to ensure survival in the current climate of uncertainty and change. This approach would ensure that the numerous new opportunities are not lost. The findings in the study indicate that the importance of the current known market, namely the co-operative's members should not be neglected. On the other hand new opportunities in terms of the changing legislation must be investigated. It is, however, of vital importance to approach these two markets in a strategic manner to ensure maintenance and growth in the current member market and not to let it slip past while effort and focus are placed on an unknown market. The study indicates, however, that the non-member market must be investigated in terms of marketing research on consumer behaviour, facilities, geographical locations, etc.