Browsing by Author "Fu Chunyu"

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    Marketing strategies of Western Cape wine exporters to China
    (University of the Western Cape, 2006) Fu Chunyu
    The economies of countries are becoming more integrated due to greater economic cooperation and trade liberalization. The advances i n communication and transportation have made the consumer more aware of alternative products and services that may satisfy their needs, hence, the notion of the global customer. Globalization and its consequences have changed the competitive landscape, and domestic firms are exposed to more potential threats because of greater international competition, but simultaneously to greater opportunities due to access to international markets. China has the world's biggest population with one of the fastest economic growth rates, which make it is undoubtedly the world's most important booming market. he South African wine industry, as a major player in the world, cannot ignore this huge opportunity. However, only a few South African wine firms export to China at this stage. This paper attempts to present the findings of the investigation with regarding to the marketing strategies of wine exporters in the Western Cape, to China. Furthermore, to identify the barriers these firms encounter in exporting to China. This research study also attempts to identify the key internal and external forces which impact on the export marketing strategies of firms in the wine industry. The research survey used a semi-structured interview approach. The sample included 20 wine exporting firms in the Western Cape, of which 10 are currently exporting to China and 10 which have not been exporting to China before.