Bemarkingstrategieë vir die Wes-Transvaal Besigheideenheid van Kynoch Kunsmis Bpk. / Martin van Wyk

MARI(ET1NG STRATEGIES FOR THE WESTERN TRANSVAALBUSINESS UNIT OF KYNOCH FERTILIZER LTD.The aim of this study was to develop a marketing strategy fora business unit of a fertilizer company, operating in theSouth African agricultural market. Sales of fertilizerdeclined over the last decade because of a sharp decline inthe total market size as well as the deterioration of thefinancial position of the South African farmer. An overviewof the historic development and current status of thefertilizer industry of South Africa is given, which serves asbackground information to the study.In the study the theory of strategic marketing planning andother strategies, is discussed.A market survey was done amongst the leading farmers in theWestern Transvaal. The purpose was to gather information onthe perceptions of farmers on the following matters:. preferred suppliers of fertilizer; . services needed; . distribution channels; . the price of fertilizer and services; and . quality of service and which agricultural organizationscould best provide the service.The proposed marketing strategy is aimed at the functions ofthe Western Transvaal Business unit of Kynoch Fertilizer Ltd.