Coal marketing in South Africa: the intricasies of product, distribution, price and promotion in domestic and export markets

The study aims at examining all the individual activities during the marketingprocess of bulk commodity coal. This involves integrating all the concepts ofthe marketing mix, namely: product, price, distribution and promotion. Themarketing mix elements all focus on industrial marketing fundamentals, whichare essentially different to those in usual product and service marketing. Themarketing mix is discussed in theoretical and practical detail which is essentialfor reaching markets at optimal pricing structures to ensure the longevity ofthe producing company. The research was conducted on an exploratorydescriptive basis.The study focuses on ESKOM, Domestic Sales and Export Sales ex RichardsBay Coal Terminal, as the three existing markets for coal in South Africa.Reference is made to Durban and Maputo Terminals as alternative ports forcoal exports from South Africa.