The suitability of marketing products over the Internet in South Africa.
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Date
2003
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Abstract
Strategy gives an organisation direction. In order to continue successfully into the future, the organisation's strategy must be developed to ensure that the vision is ultimately achieved. Strategy cannot be achieved successfully without an in depth understanding of the internal resources and capabilities of the organisation nor can it be achieved without a deep understanding of the changing external environment. The strategic question of the suitability of marketing products over the Internet in South Africa has been addressed. This study evaluates the Watches Unlimited organisation in relation to the changing environment of the South African economy with specific research into the changing requirements of the new electronic economy (e-conomy). The research covers the theory of strategy bringing to light the requirements of the new e-conomy. A model of strategic suitability has been developed and used to evaluate the internal resources of the Watches Unlimited organisation to the external environment. The evaluation reveals the suitability of the organisation to the changing requirements of the external environment, specifically the Internet, while not loosing sight of the vision, mission and objectives of the organisation. Having understood the requirements of the organisation and the South African external environment, strategic options have been developed to underpin the vision of the organisation. Recommendations have been made and conclusions drawn that will prepare the organisation for the grand strategy of market development.
Description
Thesis (MBA)-University of Natal, Durban, 2003.
Keywords
Internet marketing--South Africa., Theses--Business administration.