Marketing in Sa

Table of Contents

Introduction1

Empowerment2

International Marketing6

Domestic Marketing8

Outsourcing8

Production9

Conclusion9

References11

Introduction

This report presents a discussion of the Bouwland Landgoed Ltd case-study (Neven, Reardon, Hopkins, 2005). The case study describes the empowerment of a group of black farm workers in the renowned wine producing area of Stellenbosch, South Africa. This report will discuss the problems identified with this empowerment deal and put forward an argument as to why it is not an empowerment deal in the true sense.

In South Africa, broad-based black economic empowerment (BBBEE) is defined as: “An integrated and coherent socio-economic process that directly contributes to the economic transformation of South Africa and brings about significant increases in the numbers of black people that manage, own and control the country’s economy, as well as significant decreases in income inequalities.” (Gauteng Provincial Government BBBEEE strategy, 2005). The key words of this definition are “manage, own and control”. The Bouwland case study puts forward the notion that Bouwland Landgoed Ltd. was established as an empowerment company. This report will argue that the farm workers who were “empowered” as a result of the establishment of Bouwland were not truly empowered in that they did not fully manage, own and control the company.

The case study further describes the processes of creating, marketing and selling the wine. This report will also discuss the problems identified with the wine creation, marketing and selling itself and provide arguments in favour of alternatives.

South Africa is an emerging market and as its domestic market matures, it would make sense for South African organisations to seek growth through opportunities in foreign countries. With the global village offering faster communication, constant new technologies and improved transport facilities, international markets are more accessible....