Manufacturing enterprises and marketing planning in a mining area of the North West Province, South Africa: lessons for local business support centres

Abstract

This paper examines the extent to which manufacturing SMMEs (small, medium and micro enterprises) see marketing planning as important for their businesses in the area of the North West Province known as PKOSH (Potchefstroom, Klerksdorp, Orkney, Stilfontein and Hartbeesfontein). It identifies lessons for local business support centres, based on a case study of manufacturing businesses in this region. The literature suggests that appropriate marketing planning will increase profitability, but it was found that most manufacturing industries in this area do not plan their marketing appropriately. This is largely because of their close relationship with and dependence on the mining industry, which is at present extremely volatile, with mine closures imminent. Against this background, the authors argue that local business support centres should have a much better understanding of local business trends and should provide information to help businesses open up markets beyond their immediate environment.

Notes

^∗Respectively, Senior Lecturer, Department of Business Management, University of the Free State, Bloemfontein; and Researcher, Centre for Development Support, University of the Free State, Bloemfontein.

Additional information

Notes on contributors

Lochner Marais∗

∗ ∗Respectively, Senior Lecturer, Department of Business Management, University of the Free State, Bloemfontein; and Researcher, Centre for Development Support, University of the Free State, Bloemfontein.