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The development of a South American marketing strategy for Boart Hardmetals (Proprietary) Limited

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dc.contributor.author O'Doherty TJ en
dc.date.accessioned 2016-09-22T09:16:51Z
dc.date.available 2016-09-22T09:16:51Z
dc.date.submitted 1980 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/52839
dc.description.abstract This report aims to develop a South American marketing strategy for a South African manufacturer of drilling accessories which are used in the mining and construction industries. To develop such a strategy it was first necessary to study the theoretical background of international marketing. The theoretical background is presented in Part I of the report. Attention is focused on the international marketing of industrial goods, as there are important differences between industrial and consumer marketing. The uncontrollable environmental factors that confront the international marketer are identified, as well as the problems and practical difficulties that are encountered. The controllable elements of the international marketing mix are also identified and it is shown how these may be tailored to suit different international environments. Part II of the report examines the manufacturer's present marketing effort as well as the assistance available to exporters in South Africa. The manufacturer's marketing organisation is looked at in detail and its strengths and weaknesses are identified. Also identified is the wide range of incentives, concessions and forms of assistance that is available to the manufacturer if the products are to be exported from South Africa. The South American market and its prospects are looked at in Part III of the report. The present economic, cultural and political-legal environments of the South American countries are examined closely and a detailed analysis of competitor activity is given. The report concludes with a recommended strategy. en
dc.language English en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title The development of a South American marketing strategy for Boart Hardmetals (Proprietary) Limited en
dc.type Masters degree en
dc.description.degree MBA en


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