BEE Partner, South Africa Economy Watch

If South Africa wishes to become a highly successful emerging nation, one that can seriously challenge for position in the world economic rankings and have its business corporations develop _agreater sense of competitiveness, a change in strategic outlook at both government and corporate level is required. This aims to outline the kind of approach an emerging nation like South Africa needs in order to enhance its competitive prowess at both national and corporate level.

Before a home-grown business organisation in an emerging economy can achieve a higher level of competitiveness, the condition_sin that country have to be conducive to competitive thinking.’ Read the rest of this entry »

2. Global reach

Q Is South Africa’s reputation as a nation to buy into — whether the customer is a foreign investor, a tourist, a potential immigrant or from one of the other customer categories — strong and solid throughout the world? In this context, can branding be a powerful tool? Finland, for example, embarked on a successful campaign to enhance its image and position as a country associated with hi-tech innovation. It wanted to assist its companies to become more competitive in the United States, and used branding to improve its image. Read the rest of this entry »

The obvious starting point for the marketing of South Africa is to decide what the marketing objectives are. This presupposes that the right ‘product‘ has been created to suit the requirements of the target customers. What does the nation not just want, but need in order to attract tourists, investors, immigrants, etc.? Fancy slogans and logos will do nothing for the country if South Africa Inc., the product, is not right, and the strategists have not paid sufficient attention to what the country needs to achieve in this context.

Moreover, the people of South Africa should be brought into the process to support this initiative, and they have to be made aware of the importance of their role in trying to attract and keep customers for the country. Internal marketing therefore has a role to play in shaping the perceptions, beliefs and actions of the citizens of this country in a collective effort to make the country more competitive in the global marketplace. Read the rest of this entry »

The domestic investor is yet another class of customer. In June 2004, Allister Sparks, veteran journalist and political commentator, asked the following question: ‘Why do our business leaders seemso reluctant to invest in the new South Africa?’ In marketing terms, his question was really, ‘Why don’t our domestic investors want to buy South Africa, the product?’ Sparks quoted a figure of R392 billion — nearly a third of South Africa’s GDP — which is sitting in the balance sheets of South African corporations and that could be invested in the country. The truth of the matter is, as a custome_rof the country, a domestic investor is going to weigh up the kind of returns to be received and the risk to be faced before this ‘product‘ is consumed. Read the rest of this entry »

In each of the customer segments mentioned above, the ‘product’ has to be right so that the customer has a great experience of the country relative to the experience that can be gained elsewhere. For example, tourists not only want to enjoy the natural beauty and amenities of our country, but want to know that they will not be mugged on Durban’s beachfront, or attacked in their hotels in Johannesburg. They will also expect to be treated properly by customs officials at the various points of entry and exit. Should they embark on a tour of the country, they should feel confident that their lives would not be at risk owing to unscrupulous tour companies who put unroadworthy vehicles driven by inexperienced drivers on the road. Read the rest of this entry »

A well-known marketing adage states that a bad product will not last very long in the marketplace. No amount of sales, advertising or promotional effort will do it any good if people simply do not want to buy it. As any first-year marketing student knows, and in the words of famed marketing guru Philip Kotler, the marketing concept states that ‘the key to achieving organisational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors’: In today’s bitterly contested global marketplace, countries have customers and competitors too. South Africa is no exception. Read the rest of this entry »

SUGGESTIONS FOR THE FUTURE

A number of salient issues and suggestions have emerged, which could form the basis of debate on the future of our country’s prosperity in the global arena:

Suggestion 1

Make The Art of War compulsory reading for all South African political and business leaders. It should also be part of the curricula in our business schools and universities, to help teach students to think strategically and competitively. Read the rest of this entry »

Scenario No. 5

At the end of 2004, Singapore announced that it would be increasing its technical assistance to Cambodia, Myanmar, Laos and Vietnam by approximately US$30 million. Viewed by its government as part of the Initiative for ASEAN Integration, an initiative launched in 2000, Singapore will be providing assistance of a technical nature, in which it has the expertise. Why should Singapore take su_ch step, and what are the implications for global competitiven_ess.

Firstly, Singapore has an interest in the stability and welfar_{e o}f its neighbours, since these poorer countries, along with Singapore help to comprise the region. Read the rest of this entry »

There are signs everywhere for South Africa’s government, its business corporations and its people concerning the trends in and the effects of globalisation. These signs point to the steps being taken by other nations to help them cope with global competition. In other words, clues are emerging on what others are doing to become and remain globally competitive. Everywhere one looks, the indications are that global competition is not only intensifying, but that it is also accelerating at an ever-increasing rate. This adds to the extreme pressure that already exists for the world’s governments and companies to perform and to add value to the lives of their constituents and customers. Read the rest of this entry »