SUCCESS FACTORS FOR EXPORTING INDUSTRIAL PRODUCTS. THE VIEW POINT OF MAJOR SOUTH AFRICAN MANUFACTURERS

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Abstract

Trading on foreign markets creates opportunities and holds many advantages for local businesses. In order to reap these benefits local business has to successfully enter and trade on foreign markets. This requires knowledge and insight in international marketing environment and environmental variables as well as the compilation of an appropriate marketing mix. This raises the question, which factors contribute to international success. The purpose of this study is to establish the critical success factors that must be taken into consideration by South African marketers of industrial products to penetrate international markets successfully and to be able to compete in these markets. List of possible success factors were compiled through a literature study and most important factors were identified by means of a Delphi technique. Only the success factors that were identified as being important were included in the structured questionnaire and participating enterprises have to evaluate these success factors on a 1-5 point Likert scale in terms of the degree of importance for different parts of the world. It’s clear from the study that success factors are predominately in the micro environment with little difference between product type but differs markedly between difference part of the world.

Keywords: International Marketing, Uncontrollable Elements, Controllable Elements, Success Factors

How to cite this paper: Wiid, J. (2012). Success factors for exporting industrial products. The view point of major South African manufacturers. Corporate Ownership & Control, 9(3-4), 442-452. https://doi.org/10.22495/cocv9i3c4art3