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The creation of a new marketing organisation for fresh fruit and vegetables in the Reef area

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dc.contributor.author Sutherland PT en
dc.date.accessioned 2016-09-22T11:54:30Z
dc.date.available 2016-09-22T11:54:30Z
dc.date.submitted 1971 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/141984
dc.description.abstract In April, 1970, a private company was formed by the writer and a colleague with the objective of profitably exploiting a new approach to the marketing of fresh fruit and vegetables in the high population area of the Southern Transvaal. This work describes in some detail the state of the fresh produce business as it existed early in 1970. Both the wholesale market and retail outlets were found to be deminated by a particular race group. The distribution channels were unnecessarily long, frequently inefficient, and sometimes corrupt. As a result, losses in the marketing channel are high, retail prices high, and quality and service offered to the customer poor. As a result of a good knowledge of the South African food industry, several years residence overseas and subsequent business visits, and a close examination of the existing situation here, it became clear that the existing situation would not last for long. That is, there was an opportunity which could profitably be exploited by enterpreneurs who objectively set about improving the whole marketing chain, borrowing where necessary from the best of the trends in other countries. Using classical marketing theory as a framework, the whole situation has been re-examined. The various alternatives are discussed, and reasons given for the final selection of each in the integrated marketing strategy which is developed. The conception, creation and early months of Freshmark Foods (Pty) Ltd. is described. Indications are that the opportunity was correctly perceived, and at the time of writing, turnover is significantly ahead of budget. Considerable future growth is anticipated, and plans are being laid accordingly. The advantages and shortcomings of an MBL education in the start up of a small, new company are also mentioned. en
dc.language English en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title The creation of a new marketing organisation for fresh fruit and vegetables in the Reef area en
dc.type Masters degree en
dc.description.degree MBL en


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