Die neem van bemarkingsbesluite deur die individuele sagtevrugteprodusent in 'n gedereguleerde markomgewing

[摘要] ENGLISH ABSTARCT:The Law on the Marketing of Agricultural Produce (no 47 of 1996) introduced a new erain the marketing of deciduous fruit. Previously the producer was obliged by statute todeliver his deciduous fruit to Unifruco, the sole agent of the Deciduous Fruit Board, forexports to the overseas markets. In this era of statutory marketing control the producercould only take decisions about his product up to the point where it left the farm gate.In the deregulated marketing environment, the producer can now, however, control themarketing of his products until it reaches the end consumer abroad.The purpose of this thesis is to identify the factors, processes, opportunities and possiblepitfalls with which the individual producer now has to contend, and to describe themqualitatively in order to enable him to decide how he will market his products in theenvironment of a deregulated market.In order to make a decision, the producer must have a vision and goals to achieve. Thedifferent facets in formulating these are discussed. The different decisionmaking phasesthat are employed interactively, to facilitate the making of a marketing decision, areinvestigated and clearly stated. These phases include the preparatory phase, theinvestigation of the distribution channel, as well as that of agents, the different marketingalternatives and eventually the actual taking of interactive marketing decisions.It has become quite clear, through the research done, that in future, the sustainability ofevery producer of deciduous fruit will be determined by his ability to make informedmarketing decisions, and to adapt to the new marketing environment.

[发布机构] Stellenbosch University