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'n Kritiese ondersoek na die moontlike deregulering in die brandstofmark met betrekking tot die kleinhandelaar se bemarkingsmengsel: 'n verkennende studie.

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dc.contributor.author Germeshuisen W en
dc.date.accessioned 2016-09-22T11:54:42Z
dc.date.available 2016-09-22T11:54:42Z
dc.date.submitted 2003 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/142273
dc.description.abstract There is the possibility that the South African oil market be deregulated. In countries where the oil industry has been deregulated, nearly 50% of the service stations had to close down. The objective of this study was to determine what impact deregulation would have on the service stations' marketing mix. In-depth interviews were held with managers of the five biggest oil companies in South Africa. Focus groups were formed with service station owners of different oil companies. An in-depth interview was also conducted with one of the biggest chain stores. Literature, reports and statements related to this subject were also investigated. The main results of this study show that price would play a very important role in a deregulated market. The market would be very price competitive and this might cause the service station profit margins to be far less than before in a regulated market. Service stations would have to be managed as individual profit centres and alternative ways of income will need to be found to increase profits. Oil companies would have to look at a support structure for the service stations, with rebates in the highly competitive areas. Promotions would have to be linked directly to petrol sales. Research should be conducted in the areas of the service stations to determine their specific needs. Communication systems would have to be in place to ensure better communication between service stations and oil companies. Products at the service station shops should be of a high quality. Shops should not carry a wide range of brands. This will help customers not to waste time in choosing a preferred brand. Service stations would also have to review their parking facilities to accommodate customers at the shops. There are numerous uncertainties among the oil companies and service stations owners regarding the consequences of deregulation. It was suggested that all the parties meet with the government to discuss the following uncertainties: Service station quotas; vertical integration; oil companies' return on investment; black empowered companies; the importation of petrol. en
dc.language Afrikaans en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title 'n Kritiese ondersoek na die moontlike deregulering in die brandstofmark met betrekking tot die kleinhandelaar se bemarkingsmengsel: 'n verkennende studie. en
dc.type Masters degree en
dc.description.degree MTech en


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