Abstract:
MARI(ET1NG STRATEGIES FOR THE WESTERN TRANSVAAL
BUSINESS UNIT OF KYNOCH FERTILIZER LTD.
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.
