Coal marketing in South Africa: the intricasies of product, distribution, price and promotion in domestic and export markets
Date
2010-08-05
Authors
Steyn, Melanie
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Abstract
The study aims at examining all the individual activities during the marketing
process of bulk commodity coal. This involves integrating all the concepts of
the marketing mix, namely: product, price, distribution and promotion. The
marketing mix elements all focus on industrial marketing fundamentals, which
are essentially different to those in usual product and service marketing. The
marketing mix is discussed in theoretical and practical detail which is essential
for reaching markets at optimal pricing structures to ensure the longevity of
the producing company. The research was conducted on an exploratory
descriptive basis.
The study focuses on ESKOM, Domestic Sales and Export Sales ex Richards
Bay Coal Terminal, as the three existing markets for coal in South Africa.
Reference is made to Durban and Maputo Terminals as alternative ports for
coal exports from South Africa.