K.M. Makhitha

The purpose of this paper was to determine if small craft producer businesses need strategic marketing to survive. Existing literature on strategic marketing and the craft industry in South Africa (SA) was used to answer the following question: do small craft businesses need strategic marketing to survive? Since craft producers lack access to the market, they face major challenges in marketing their products successfully. Secondary research was used to determine the need of strategic marketing by craft producers in SA. Strategic marketing is crucial since craft producers must research changes developments taking place in the market and to be able to develop an appropriate marketing strategy to sustain their businesses. This will enable craft producers to identify customers and to formulate an appropriate marketing strategy to reach their chosen target market. The research revealed it enables them to identify customers and to formulate an appropriate marketing strategy to reach their chosen target market. The study revealed that craft producers do need strategic marketing to survive in South Africa

This study investigated the challenges independent retailers in Soweto, Johannesburg in South Africa face. The empirical research using a survey method was conducted among independent retailers selling different types of goods. Due to inaccessibility of a database on independent retailers in SA, a convenience sampling method was adopted for the study. Existing literature was used to design a questionnaire targeted at independent retailers to investigate the challenges that impact on their business performance. The findings of the study revealed that competition is the major challenge that independent retailers face which is supported by existing research findings. Other challenges included costs of buying the products, high inventory costs and high rental costs. Furthermore, this study found that marketing related challenges are major challenges compared to finance related challenges. Independent retailers need to market the businesses appropriately in order to survive and do better than their competitors.

Keywords: independent retailess, costs, buying, selling, goods.
JEL Classification: L81, F1