Abstract
M.Phil.
Three test and certification bodies in the explosion prevention field currently exist in South Africa. One of these bodies was started in 2003 and faced a significant number of challenges in competition with the two other wellestablished bodies / institutions.
This dissertation covers some of the internal and external challenges especially with respect to strategic marketing in a small and specialized industrial market, but also in the global market. The dissertation is based on the basic requirements, analysis and implementation of a marketing strategy and marketing plan, covering both the theoretical aspects and the specific challenges as experienced by the body in the case study.
Market research, market segmentation, industry analysis, competitive analysis, aspects of industrial marketing and SWOT Analysis are topics included in the development of the strategic and marketing plan for the business in the case study.