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Trials and tribulations: marketing in modern South Africa

Trials and tribulations: marketing in modern South Africa Purpose – The purpose of this paper is to provide a background into the challenges and developments faced by marketers in South Africa as well as those wanting to enter the South African market. Design/methodology/approach – The paper presents the viewpoints of the authors based on their knowledge of happenings within the marketing field in South Africa. Findings – Marketers in South Africa face both challenges and developments from the macro and market environment. These challenges and developments include the diverse nature of the South African consumer, competition, infrastructure issues, government legislation and bureaucracy. Practical implications – South African marketers need to adapt their marketing strategies to accommodate the developments in the market. Furthermore, marketing strategies need to be adapted to meet the new challenges in South Africa markets in terms of the diversity of consumers in order to be successful. Originality/value – The originality and value of this paper lies in the fact that it highlights the challenges and developments that marketers in South Africa face. In many cases, marketers are marketing their products and services as they did two decades ago, without realising the need to change their marketing strategy in order to target consumers as highlighted in this paper. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Business Review Emerald Publishing

Trials and tribulations: marketing in modern South Africa

European Business Review , Volume 25 (4): 9 – Jun 21, 2013

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References (41)

Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
0955-534X
DOI
10.1108/EBR-02-2013-0016
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to provide a background into the challenges and developments faced by marketers in South Africa as well as those wanting to enter the South African market. Design/methodology/approach – The paper presents the viewpoints of the authors based on their knowledge of happenings within the marketing field in South Africa. Findings – Marketers in South Africa face both challenges and developments from the macro and market environment. These challenges and developments include the diverse nature of the South African consumer, competition, infrastructure issues, government legislation and bureaucracy. Practical implications – South African marketers need to adapt their marketing strategies to accommodate the developments in the market. Furthermore, marketing strategies need to be adapted to meet the new challenges in South Africa markets in terms of the diversity of consumers in order to be successful. Originality/value – The originality and value of this paper lies in the fact that it highlights the challenges and developments that marketers in South Africa face. In many cases, marketers are marketing their products and services as they did two decades ago, without realising the need to change their marketing strategy in order to target consumers as highlighted in this paper.

Journal

European Business ReviewEmerald Publishing

Published: Jun 21, 2013

Keywords: Marketing; Republic of South Africa; Challenges; Developments; Cultural diversity; Marketing strategies

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