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Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels
Dissertation (MBA)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613486170767360 |
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| access_status_str | Open Access |
| author2 | Kapelianis, Dimitri |
| author_browse | Kapelianis, Dimitri |
| author_facet | Kapelianis, Dimitri |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/45020 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:54.588Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/45020 Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels Kapelianis, Dimitri ichelp@gibs.co.za Mtshemla, Nosipho UCTD Sales management Marketing channels Qualitative research Dissertation (MBA)--University of Pretoria, 2014. The ‘bottom of the pyramid’ (BoP) refers to the world’s poorest socio-economic group. In South Africa, consumers in this segment are an increasingly attractive target market for multi-national corporations (MNCs), partly because they constitute more than one-third of the population. However, a key managerial challenge remains in distributing goods and services to these consumers. This research sought to identify the alternative channels of distribution that firms develop to reach the BoP. Using a qualitative research methodology, eighteen depth interviews were conducted tracing the channels of seven firms from firm to end-user. The results suggest that many MNCs are indeed developing BoP channels, with varying degrees of success. Further, success seems to be driven by the level of managerial commitment. In addition, the BoP in South Africa is best understood as two distinct sub-segments, the urban BoP is characterised by more competition and crime, while the rural BoP has lower population density which heightens logistical challenges. Community involvement, where locals serve as distributors or salespeople, is a central feature of successful strategies to reach the BoP. Finally, the findings suggest that alternative distribution channels present benefits for MNCs in terms of cost to serve, local knowledge and increased penetration. zkgibs2015 Gordon Institute of Business Science (GIBS) Unrestricted 2015-05-07T07:13:44Z 2015-05-07T07:13:44Z 2015-03-24 2014 Mini Dissertation Mtshemla, N. (2014). Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818 http://hdl.handle.net/2263/45020 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Sales management Marketing channels Qualitative research Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels |
| title | Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels |
| title_full | Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels |
| title_fullStr | Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels |
| title_full_unstemmed | Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels |
| title_short | Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels |
| title_sort | sales management in the bottom of the pyramid bop market using alternative distribution channels |
| topic | UCTD Sales management Marketing channels Qualitative research |
| url | http://hdl.handle.net/2263/45020 |