| Summary: | There is currently no strategic marketing plan for stud or commercial breeders of the
Drakensberger breed of cattle in South Africa. This study aims to determine what
strategic marketing plans can be employed that could be successful for the different
levels of Drakensberger cattle farmers. The analysis set off by a literature review of
the beef industry in South Africa. Currently domestic production serves 85% of the
local beef market.
The literature review showed that, irrespective of breed or geographical area,
specific characteristics, such as fertility, adaptability and temperament, could be
identified as critical success factors for the beef industry. The Drakensberger as
competitive breed of cattle, is also analysed within a SWOT analysis (Strengths,
Weaknesses, Opportunities and Threats), while the beef industry is analysed by
means of Porter's 5-forces model.
From the results conclusions were made on the farming profile of the Drakensberger
farmers, their marketing orientation, as the important elements relevant to a
marketing plan of the Drakensberger breed of cattle. This includes attractive
promotional and advertising possibilities, pricing and product promotion activities. A
number of marketing recommendations are also made to improve the market share
of the Drakensberger breed of cattle in South Africa. === Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
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