Motorfietsbedryf: Geleenthede vir markontwikkeling
South African Journal of Business Management
| Field | Value | |
| Title | Motorfietsbedryf: Geleenthede vir markontwikkeling | |
| Creator | Lessing, D. | |
| Description | Motor-cycle industry: Opportunities for market development The South African motor-cycle industry has experienced a constant decline in sales since 1981, that is, a drop from 84 000 units sold during 1981 to a sales figure of 24 509 units for 1985. This decline in sales poses a threat to the profitability and survival of the motor-cycle industry in South Africa. Up to this point in time the marketing efforts of the motor-cycle industry were mainly directed towards the white consumer market. In order to bring about an upturn in motor-cycle sales, this study looked into the feasibility of a marketing effort by the motor-cycle industry aimed at the black consumer market. The findings of the study revealed that blacks currently view motor-cycles as a dangerous means of transport, used mainly by high speeding dare-devils. However, by the compilation of an optimum marketing strategy, the motor-cycle industry should be able to overcome the above-mentioned objection of blacks against motor-cycles. The marketing mix strategy should reveal the following characteristics: (i) A marketing communication strategy which centres on the re-education of blacks, so that they perceive motor-cycles as an economical means of transport, requiring little parking space, instead of as 'heavy metal terrorists' with a horrifying accident record. (ii) A product offered to the black market which reveals its economical characteristics and, as preferred by blacks, is in the commuter class (200 cm3 - 500 cm3). (iii) A price that does not exceed R4000. (iv) The establishment of distribution outlets in white industrial areas with predominantly white sales personnel. | |
| Publisher | AOSIS | |
| Date | 1987-03-31 | |
| Identifier | 10.4102/sajbm.v18i1.998 | |
| Source | South African Journal of Business Management; Vol 18, No 1 (1987); 51-59 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/998/939
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