Marketing Planning Practices of South African Companies

Abstract

There has been rapid political, social and economic change in South Africa since 1990. As a result of the fall of apartheid, South Africa is slowly taking its place in the global village. Foreign companies are considering South Africa as a good market for their goods and as a source of supply of raw material and partly processed goods. Aims to review the marketing planning practices of large South African companies. A comprehensive review of the marketing planning literature has been undertaken. A study of 73 companies quoted on the Johannesburg Stock Exchange was undertaken. It was established that all these companies had a comprehensive annual marketing plan and they followed the procedures, and used the techniques described in the normative marketing literature. Global organizations looking for South African partners will find the level of marketing planning sophistication highly satisfactory.

Citation

Abratt, R. and Higgs, N. (1994), "Marketing Planning Practices of South African Companies", Marketing Intelligence & Planning, Vol. 12 No. 2, pp. 26-31. https://doi.org/10.1108/02634509410057464