Page 40 - Strategic Marketing Complete

SUPPLY CHAIN

stock, assisting with merchandising targeting and marketing to them in it is a vital part of the supply chain
and overall branding of the store.” the same way that the more formal process and should be integral

As suppliers develop and evolve their businesses

to meet the needs of their client, it is inevitable that
integration will extend across the borders of

south Africa and into the continent.

Kohlöffel points out that spaza market is handled,” he says. to it. It is part of what influences
shops contribute massively to the “Brand marketing at store level – in purchasing decision.”
GDP of the country, with millions the shape of field marketers that
of consumers making their daily represent a brand, ensures that Don’t underestimate the
purchases in these stores. “From shelves are stocked, point of sale complexity
our point of view, we’re bringing looks good, branding is visible, and As Smollan says, distributors
these outlets into the mainstream, activations happen when needed – have sought to leverage their
existing distribution networks and
infrastructure into Africa to bolt on
new services, like merchandising.
But, he adds, many have fallen short
by “underestimating the complexity
of recruiting, training, positioning
and managing an effective sales
and merchandising force, the
technology and standard operating
procedures required to enable them,
and the nuances of implementing
merchandising fundamentals across
different categories and channels”.

Human capability is a big issue.
Dr Beverley Waugh, an expert
in supply chain and logistics
management who spearheads the
IMM Graduate School’s export and
new supply chain management
programmes, says the Department
of Trade and Industry has exposed
a limiting factor in making South
Africa more competitive: the lack
of well-trained export managers,
specifically skilled in marketing.

“Managers in the field should
have a wide-based knowledge
of the world-of-business and
be able to think across different
disciplines, as export companies
are increasingly confronted with
challenges in the continuous process
of developing and maintaining a
feasible fit between organisations’
objectives, skills and resources and
their changing global marketing
opportunities,” says Waugh.

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