Abstract
Motor-cycle industry: Opportunities for market development The South African motor-cycle industry has experienced a constant decline in sales since 1981, that is, a drop from 84 000 units sold during 1981 to a sales figure of 24 509 units for 1985. This decline in sales poses a threat to the profitability and survival of the motor-cycle industry in South Africa. Up to this point in time the marketing efforts of the motor-cycle industry were mainly directed towards the white consumer market. In order to bring about an upturn in motor-cycle sales, this study looked into the feasibility of a marketing effort by the motor-cycle industry aimed at the black consumer market. The findings of the study revealed that blacks currently view motor-cycles as a dangerous means of transport, used mainly by high speeding dare-devils. However, by the compilation of an optimum marketing strategy, the motor-cycle industry should be able to overcome the above-mentioned objection of blacks against motor-cycles. The marketing mix strategy should reveal the following characteristics: (i) A marketing communication strategy which centres on the re-education of blacks, so that they perceive motor-cycles as an economical means of transport, requiring little parking space, instead of as 'heavy metal terrorists' with a horrifying accident record. (ii) A product offered to the black market which reveals its economical characteristics and, as preferred by blacks, is in the commuter class (200 cm3 - 500 cm3). (iii) A price that does not exceed R4000. (iv) The establishment of distribution outlets in white industrial areas with predominantly white sales personnel.
Highlights
In order to bring about an upturn in motor-cycle sales. this study looked into Uie feasibility of a marketing effort by the motor-cycle industry aimed at U,e black consumer market
The South African motor-cycle industry has experienced a constant decline in sales since 1981, that is, a drop from 84 000 units sold during 1981 to a sales figure of 24 509 for 1985
This decline in sales poses a threat to the profitability and survival of the motor-cycle industry in South Africa. Up to this point in time the marketing efforts of the motor-cycle industry have been mainly directed towards the white consumer market
Summary
Die volgende bemarkingsdoelwitte kan vir die motorfietshedryf geformuleer word: (a) Om die jaarlikse verkope van die motorfietsbedryf tot ongeveer 25 000 eenhede te verhoog ten einde die winsgewende voortbestaan van die bedryf te verseker; (b) om 'n verhoging in die jaarlikse verkope te bewerkstellig deur tot die swart mark toe te tree; en (c) om verkope aan die swart mark te bewerkstellig deur die daarstelling van 'n produk-, distribusie-, bemarkingskommunikasie- en prysstrategie wat optimaal in die swart mark se behoeftes en voorkeure sal voorsien. Tabel 3 is 'n voorstelling van die doelmark wat die motorfietsbedryf kan gebruik as uitgangspunt vir die toetrede tot die totale Suid-Afrikaanse swart mark. Ten einde 'n positiewe beeld in die swart mark op te bou, behoort die motorfietsbedryf swartcs se bekouing van 'n motorfiets te wysig, en wel van 'n gevaarlike, ho!spoedproduk wat deur jaagduiwels gebruik word, na 'n hoogs ekonomiese vervoermiddel wat aan swartes die geleentheid bied om 'n eie vervoenniddel te besit. Die onderskeie bemarkers in die motorfietsbedryf behoort gehoor te gee aan hierdie riglyne tydens hul toetrede tot die swart mark
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