Modes of market entry strategies : a South African retail company’s perspective on doing business in Nigeria
- Authors: Katende, Jonathan
- Date: 2015
- Subjects: Retail trade - South Africa , Retail trade - Nigeria , International business enterprises - South Africa , International business enterprises - Nigeria
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/82538 , uj:18970
- Description: Abstract: Many companies have rushed into Africa looking to capitalise on newly liberated prospective consumers. However, these companies have quickly realised that the local terrain is not as accommodating as that of other developing markets. South Africa has thus remained as the gateway to doing business in Africa and this has allowed South African companies to be in the best position to take advantage of the developing markets. Nigeria became the biggest economy in Africa, leap-frogging South Africa in 2013 after it announced a rebasing of the country’s Gross Domestic Product. South Africa has the ability to regain its position as an African hegemon, considering its world class financial systems and infrastructure. This study will focus on South African retail companies’ internationalisation process in Nigeria, based on the recent shift of economic dominance on the African continent. Successful companies in emerging markets are those that have modified their strategies to suit the local business environment without altering their values and principles. South African investors thus need to use this opportunity to conduct market research, risk assessments and analysis of competition as forms of market entry. This research concerns itself with the manner in which South African retail companies enter new markets – specifically, the new modes of market entry in the Nigerian retail market. Once established, South African companies need to survive and grow their businesses in Nigeria. This research will determine the best practices for South African retail companies in Nigeria. The research results may serve as a guide for South African retail companies looking to conduct market entry into Nigeria. A mixed method research approach was used, as it provided an in-depth understanding of the modes of entry for retail companies in Nigeria. This approach will aid the research in identifying a collection of techniques that fully obtain a descriptive and epistemological base for South African retail professionals and industry specialists in the Nigerian market... , M.Com. (Business Management)
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- Authors: Katende, Jonathan
- Date: 2015
- Subjects: Retail trade - South Africa , Retail trade - Nigeria , International business enterprises - South Africa , International business enterprises - Nigeria
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/82538 , uj:18970
- Description: Abstract: Many companies have rushed into Africa looking to capitalise on newly liberated prospective consumers. However, these companies have quickly realised that the local terrain is not as accommodating as that of other developing markets. South Africa has thus remained as the gateway to doing business in Africa and this has allowed South African companies to be in the best position to take advantage of the developing markets. Nigeria became the biggest economy in Africa, leap-frogging South Africa in 2013 after it announced a rebasing of the country’s Gross Domestic Product. South Africa has the ability to regain its position as an African hegemon, considering its world class financial systems and infrastructure. This study will focus on South African retail companies’ internationalisation process in Nigeria, based on the recent shift of economic dominance on the African continent. Successful companies in emerging markets are those that have modified their strategies to suit the local business environment without altering their values and principles. South African investors thus need to use this opportunity to conduct market research, risk assessments and analysis of competition as forms of market entry. This research concerns itself with the manner in which South African retail companies enter new markets – specifically, the new modes of market entry in the Nigerian retail market. Once established, South African companies need to survive and grow their businesses in Nigeria. This research will determine the best practices for South African retail companies in Nigeria. The research results may serve as a guide for South African retail companies looking to conduct market entry into Nigeria. A mixed method research approach was used, as it provided an in-depth understanding of the modes of entry for retail companies in Nigeria. This approach will aid the research in identifying a collection of techniques that fully obtain a descriptive and epistemological base for South African retail professionals and industry specialists in the Nigerian market... , M.Com. (Business Management)
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The female innovation-generation consumer’s evaluation of traditional and virtual displays in South African clothing retail environments
- Van Heerden, Salomien, Tselepis, Thea J., Smal, Desiree
- Authors: Van Heerden, Salomien , Tselepis, Thea J. , Smal, Desiree
- Date: 2016
- Subjects: Clothing trade - South Africa , Virtual displays - South Africa , Retail trade - South Africa
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/217564 , uj:21655 , Citation: Van Heerden, S., Tselepis, T.J. & Smal, D. 2016. The female innovation-generation consumer’s evaluation of traditional and virtual displays in South African clothing retail environments.
- Description: Abstract: Using virtual displays in South African clothing retail outlets could be a marketing communication strategy that attracted consumers to products or the actual stores. This marketing communication influences consumers’ purchase decisions and consequently enhances the competitiveness of the clothing retailer in a dynamic fashion industry. Thus the use of virtual displays is increasing. Implementing digital and virtual display screens in the visual displays of South African physical retail outlets could appeal to particular consumer segments. The innovation-generation consumer segment is the largest and foremost global consumer segment to date, with massive buying power, and this group’s affiliation for the virtual world should not be ignored, as it may prove to be useful when applying omni-channel retailing that stimulates a certain consumer experience. The aim of this paper is, therefore, to report on the evaluation of the female innovation-generation consumer with regard to a static traditional visual display or a virtual representation of the display. Two stimuli (displays) were presented to 653 female respondents from the innovation-generation consumer in Johannesburg (Gauteng). One stimulus was a static traditional visual display and the other a virtual representation thereof which included movement and music. The findings in this paper indicate that although the respondents understood the message of the virtual display and could identify with the symbolic meaning thereof, there is also evidence that the respondents’ emotions were evoked by both the stimuli. Nevertheless, it seems that the traditional visual display still seemed to be preferred with regard to the emotions that it evoked, especially regarding pleasure. The paper concludes with recommendations on the use of virtual displays to support South African clothing retailers.
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- Authors: Van Heerden, Salomien , Tselepis, Thea J. , Smal, Desiree
- Date: 2016
- Subjects: Clothing trade - South Africa , Virtual displays - South Africa , Retail trade - South Africa
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/217564 , uj:21655 , Citation: Van Heerden, S., Tselepis, T.J. & Smal, D. 2016. The female innovation-generation consumer’s evaluation of traditional and virtual displays in South African clothing retail environments.
- Description: Abstract: Using virtual displays in South African clothing retail outlets could be a marketing communication strategy that attracted consumers to products or the actual stores. This marketing communication influences consumers’ purchase decisions and consequently enhances the competitiveness of the clothing retailer in a dynamic fashion industry. Thus the use of virtual displays is increasing. Implementing digital and virtual display screens in the visual displays of South African physical retail outlets could appeal to particular consumer segments. The innovation-generation consumer segment is the largest and foremost global consumer segment to date, with massive buying power, and this group’s affiliation for the virtual world should not be ignored, as it may prove to be useful when applying omni-channel retailing that stimulates a certain consumer experience. The aim of this paper is, therefore, to report on the evaluation of the female innovation-generation consumer with regard to a static traditional visual display or a virtual representation of the display. Two stimuli (displays) were presented to 653 female respondents from the innovation-generation consumer in Johannesburg (Gauteng). One stimulus was a static traditional visual display and the other a virtual representation thereof which included movement and music. The findings in this paper indicate that although the respondents understood the message of the virtual display and could identify with the symbolic meaning thereof, there is also evidence that the respondents’ emotions were evoked by both the stimuli. Nevertheless, it seems that the traditional visual display still seemed to be preferred with regard to the emotions that it evoked, especially regarding pleasure. The paper concludes with recommendations on the use of virtual displays to support South African clothing retailers.
- Full Text:
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