An exploratory investigation into the application of market strategies by selected JSE-listed companies in the food sector in the period 1996-1999

Abstract

The study was sparked by the observation that similar firms, faced with a similar situation and seemingly applying similar market strategies may achieve very different degrees of success. The question was whether the market strategies applied by these firms adhered to the principles of a sound market strategy put forward in the literature. The study found that the market strategy applied by the firms in question complied with the principles of market strategy, to varying degrees. The firms that adhered to these principles to a greater degree appear to have been more successful than others. It appears that the less successful firms neglected the principle of 'sustainable competitive advantage'. It was concluded that adherence to the principles of a sound market strategy could lead to improved performance.