Marketing strategies of small craft producers in South Africa: Practices and challenges

Abstract

The purpose of this research paper was to investigate the practices and challenges of marketing strategies of craft producers in Gauteng, South Africa (SA). As craft producers lack access to market they are unable to market their products successfully and face major challenges in marketing their products. A survey was conducted among 244 craft producers in Gauteng, South Africa (SA) to determine the marketing strategy practices and the challenges they face when marketing their products. The findings have shown that craft producers introduce new products from time to time and constantly improve existing products. Craft producers believe that their products are unique and of higher quality. They face challenges with the lack of demand for their products and the fact that it is not easy for them to identify customers that want their products. Craft producers need to decide on who they want to target with their products, determine the needs and then formulate an appropriate marketing mix element strategy to reach the chosen target market.