Theses and dissertations (Management Sciences)
Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/14
Browse
2 results
Search Results
Item The application of marketing intelligence for the survival, growth and success of Chinese entrepreneurs in KwaZulu-Natal(2017) Yu, Xiao; Penceliah, Soobramoney; Govender, Jeevarathnam ParthasarathyThere has been substantial research related to small and medium-sized Chinese enterprises in various countries. However, little research has been done on marketing by Chinese entrepreneurs in South Africa. Furthermore, no documented research has been conducted on the use of marketing intelligence by Chinese entrepreneurs in KwaZulu-Natal. For entrepreneurs, marketing intelligence plays an important role in the performance of their businesses. This study is aimed at assessing the application of marketing intelligence by Chinese entrepreneurs regarding their survival, growth and success in KwaZulu-Natal, South Africa. This study was conducted within the main industrial areas in KwaZulu-Natal, where Chinese entrepreneurs are based. The research was of a quantitative, descriptive and cross sectional nature, conducted among a sample of 120 business owners, managers, marketing executives and senior staff. The results revealed that the use of marketing intelligence in strategic decision-making by Chinese entrepreneurs in KwaZulu-Natal is very limited. The extent of awareness of marketing intelligence was fairly low. It also emerged that most of the respondents still acknowledged the importance of marketing intelligence and the role it could play in their businesses’ success. Pursuant to the general requirement for an original contribution in a doctoral thesis, the study provides a framework for current and potential Chinese entrepreneurs with regard to the application of marketing intelligence in their marketing planning.Item Marketing South Africa as a tourist destination : a Chinese perspective(2008) Yu, Xiao; Penceliah, SoobramoneyThe South African tourism industry is becoming an important service sector in this country, which is attracting increasing international tourists in recent years. China, as a fast developing country, will be exerting greater influence on the development of tourism worldwide over the next decade. In particular, the impact of rapid growth of China's outbound tourism market has been felt by South Africa. A feature that South Africa's tourism marketers need to understand is the different demographics of the Chinese population and their different perceptions on SouthAfrican tourism. The purpose of this study is to identify, analyze and evaluate factors that could impact positively and/or negatively on the image of South Africa as a tourist destination among prospective tourists from China. It examines the opinions and perceptions of Chinese tourists in Shanghai. The research evaluates the kinds of perceptions and attitudes held by Chinese tourists towards South African tourism. The study was conducted with the assistance of fieldworkers in Shanghai who helped the research complete all the interviews and questionnaires. Data was analysed through the Statistical Package of Social Sciences (SPSS), and findings, conclusions, and recommendations are presented. The study provides the recommendations to South African tourism organizations to take into considerationthe seriousness of Chinese tourists' understanding and perceptions towards South Africa as an emerging tourism destination as results indicate that many Chinese tourists do not quite understand South Africa and lack proper knowledge and information. Findings indicated that, although many Chinese tourists do know about South Africa as a tourist destination, they do