Strategic implication of a segmentation and positioning model for the South African gold narrow reef mining market.
- Authors: Landman, G. V. R.
- Date: 2012-08-17
- Subjects: Gold mines and mining - South Africa , Marketing , Market segmentation
- Type: Thesis
- Identifier: uj:2629 , http://hdl.handle.net/10210/6076
- Description: M.Comm. , Many variables exist that influence buyer behaviour in the narrow reef gold mining market. Since some variables are real but subjective in nature, such as the opinion and charisma of mine managers or influential individuals, it is difficult to quantify and analyse them. The question is ? Which variables, 8 quantifiable or not, are more dominant in shaping buyer behaviour and how should they be prioritised? What is needed is a logical segmentation model which reflects true buyer behaviour in order to shape future strategies in AEL so that the overall company objectives can be met. Each segment should then be analysed and considered regarding attractiveness in satisfying needs and the ability to add value both to the customer and to AEL. It is also required to target market segments and develop a marketing mix for them so that AEL is correctly positioned to retain the markets it choose to compete in. The problem is the failure to identify market areas of similar response which are relatively stable and can be used to select areas where maximum value can be added to the customer and to the company and can be used to shape and define future direction. The following objectives have been set for this study:The establishment of a market segmentation model which will identify and explain the basis of similarities and differences in buyer behaviour groups which is sufficiently large and stable in order to focus future strategies. - The interpretation of the segmentation model in the light of the strengths, weaknesses, opportunities and threats of the company in order to target markets best suited to the potential of the company. - Development of strategies and positioning in the target markets to strengthen the chance of success.
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Market segmentation and the changing South African hotel industry (1990 to 2010)
- Authors: Rogerson, J.M. , Kotze, N.
- Date: 2011
- Subjects: Hotels , Tourism , Market segmentation
- Type: Article
- Identifier: uj:5844 , ISSN 1993-8233 , http://hdl.handle.net/10210/7899
- Description: Market segmentation is an expanding focus in tourism scholarship. Only limited application of this concept has been undertaken to interpret hotel business development, especially in sub-Saharan Africa. This article shows that in South Africa, one of Africa’s leading tourism destinations, market segmentation has been a distinguishing feature of the country’s hotel sector especially over the past 20 years. It is argued that as post-apartheid South Africa shed its international pariah status and emerged as a new destination in the international tourism economy, the national tourism industry experienced a phase of considerable restructuring. The growth and subsequent acceleration of market segmentation in South Africa’s hotel industry is one outcome of the country’s reintegration into the global tourism economy which facilitated a range of new upgrading opportunities for business development and property investment.
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Who are the potential energy-efficient product buyers? A market segmentation based on consumption values
- Authors: Issock, P. B. , Mpinganjira, M. , Roberts-Lombard, M.
- Date: 2018
- Subjects: Energy-efficiency , Market segmentation , Consumption values
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/288519 , uj:31282 , Citation: Issock, P.B., Mpinganjira, M. & Roberts-Lombard, M. 2018. Who are the potential energy-efficient product buyers? A market segmentation based on consumption values.
- Description: Abstract: The purpose of this study is to identify and profile potential segments of users of energyefficient appliances in South Africa. Although previous studies have investigated eco-friendly consumer segments, a segmentation of users of energy-efficient appliances based on consumption values and other key antecedents to the adoption of energy-efficient products such as purchase intention and consumers’ attention to environmental labels is lacking. Using data obtained from a survey involving 550 users of appliances with energy rating living in the Gauteng province, this study applied the cluster analysis to identify the relevant segments. Three distinctive segments were identified and appeared to significantly differ across consumption values, the intention to purchase energy-efficient products and the attention paid to the energy-efficiency rating of the product in a purchase situation. The segments were further profiled across demographic variables. Important recommendations were made for policy makers and marketing practitioners.
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