Proposed strategic export marketing plan for the South African textile and clothing industry : wool and mohair clothing for the American consumer market

Abstract

McDonald (1999:513) defines marketing planning as simply a logical sequence and a series of activities to the setting of marketing objectives and the formulation of plans. This management report proposed a strategic export marketing plan for the South African textile and clothing industry, focusing on wool and mohair clothing exports to the American market. The proposed strategic export marketing plan followed a step-by-step approach of market planning. The management report first discussed the elements of international marketing which include export planning process and the international environment, as well as decision-making factors like product, price, promotion and channels of distribution which are considered when making export decisions. The proposed strategic export marketing plan began with the overview of the South African textile and clothing industry, including the vision of the DTI on clothing exports to the American market. The research proceeded to gather information on the historical performance of the South African textile and clothing industry. A research on the strengths and weaknesses of the South African textile and clothing industry relating to exporting of wool and mohair clothing to the American consumers, as well as the opportunities and threats in the American market was conducted. The market mapping of the South African textile and clothing industry was then performed to determine its current position in the American market. The factors that attract the South African textile and clothing industry to the American market were identified, as well as the critical success factors of the market. The most attractive markets and the marketing objectives for each product market were determined and recommendations were made on the improvement or penetration of different product markets. The process ended with the development or the design of a marketing strategy, as well as the documentation of intervention and action plans. The marketing strategy specifically focused on the marketing mix using the four Ps of marketing; namely product, price, place and promotion. In short, the management report analysed both the market place and the position of the South African textile and clothing industry within the market, relative to the competition, constructed a realistic set of quantitative marketing and financial objectives and then developed the strategy to achieve these objectives. The research found that the South African textile and clothing industry compete relatively well with other wool and mohair clothing exporters and the American based firms. The research further found that while there are certain threats in the market, the opportunities outweighs the threats and that the South African textile and clothing industry possess the required strengths and has the ability to acquire or develop new strengths that will enable it to take advantage of the opportunities offered by the American market. While the exporting of clothing products to America is still in the beginning stage, the implementation of the Africa Growth and Opportunity Act (AGOA) is seen as the main driving force behind the success of South African exporters to the American market. The consumer market for clothing products in America is currently very attractive and the South African textile and clothing industry has the ability to satisfy the needs of this market. The management report concluded that all product markets identified have growth potential and should all be pursued. A marketing strategy for each product market was designed for each product market together with the interventions and action plans.