A Case of Business Strategies for Positioning and Competitiveness in South Africa

Literature and world news provide evidence of the need for strategy adjustments in the search for excellence, thus allowing manufacturers to achieve a strong marketing position on a continuous basis. This research investigated business strategies, brand trust, brand awareness and brand positioning in the case of a motorcycle manufacturer in South Africa. A case study strategy was selected, allowing an exhaustive and in-depth study of the perceptions of the motorcycle manufacturer and its employees regarding the direction the motorcycle manufacturer would take in terms of strategic brand awareness and positioning in order to gain maximum competitive advantage. The population was the motorcycle manufacturer in South Africa with its numerous dealerships across the country. However, for the sample, the head office and a few dealerships spread across Gauteng were selected, as most dealerships were situated in this province. Both methods of convenience sampling and purposive sampling were used for the initial contact with the head office and the individual dealerships. Assessing the interpretive paradigm allowed for semi-structured interviews to be held, thus allowing for an in-depth understanding of interviewee perceptions, opinions, and experiences to be derived. Once the data had been collected, a process of transcribing followed, which allowed for the coding of multiple emerging themes from the interviews. These themes were coded using the software, Atlas.ti, which serves as a qualitative analysis tool. It was found that collaboration was lacking among the several dealerships situated across the Gauteng region. The importance of resolving this matter is critical to ensure factors such as customer satisfaction, while attaining more market share. Additionally, it is crucial for the manufacturer to modify and incorporate the necessary strategies to target and acquire new markets.