1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

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There are four main types of Probability Samples (Department of Marketing, 2005,p.156-162):• A Simple Random Sampling which is obtained by choosing elementary units, in sucha way that each unit in the population has an equal chance of being selected. Thesimple random sample is free from bias;• A systematic random sample which is obtained by selecting one unit on a randombasis and choosing elementary units at evenly spaced intervals until the desirednumber of units is obtained;• A stratified sample is obtained by independently selecting a simple random samplefrom each population stratum; and• A cluster sample is obtained by selecting clusters from the population on the basis ofsimple random sampling.There are three primary main kinds of Non-Probability Samples (Department ofMarketing, 2005, p.156-162):• The convenient sample resulting when the more convenient elementary units arechosen from a population for observation;• The judgment sample, which is obtained according to the discretion of someone whois familiar with the relevant characteristics of the population;and• The quota sample, which allows a specific number of respondents to be chosen, whopossess certain characteristics, known or presumed to affect the subject of theresearch study.a) The SampleSampling is the act, process or technique of selecting a suitable sample. The judgementsample is obtained according to the discretion of someone who is familiar with therelevant characteristics of the population. The purpose of the sample is to drawconclusions about the population’s characteristics by directly observing only a sample ofthe population (Mugo, 2008).6
The respondents to be chosen need to be limited to experts in the Ethnic cosmetic andtoiletry industry. For this reason Mrs S Carter’s, Mr S Munroe, and Mr G Carter werechosen, due to their vast experience and understanding of the Ethnic cosmetic andtoiletry industry.Mrs S Carter’s previous experience in the industry included, being a sales executiveand advisor in Ethnic cosmetics and toiletries for the Eastern Cape independent retailtrade. This was her role while working for Alliance cash and carry, followed by heroccupation at Weirs cash and carry.Mr S Munroe’s past ten years of experience in this field was as sales manager ofL’Oreal for the Western Cape through to the Transkei area. In these years, he hasacquired experience in dealing with Ethnic cosmetic and toiletry products in the top andbottom end retail/wholesale independent/non-independent stores.Mr G Carter previous experience in the field of Ethnic cosmetics and toiletries is vast.He has been the branch manager for numerous Metro stores within the Eastern Capearea, as well as Natal. Furthermore Mr Carter was held the responsibility of being thesenior manager for Jumbo Cash and Carry in Johannesburg. Throughout his career, hehas been dealing with Ethnic cosmetic and toiletry suppliers and their products. He hasalso dealt with the retail and wholesale independent trade personally, offering advice onEthnic product ranges for these outlets.b) Ethical AspectsWritten informed consent will be obtained from the respondents prior to conducting theinterviews. All respondents will have guarantee of anonymity by use of a signedcontract. In other words all disclosed information or private files will be kept confidentialfrom the public and each other.7
Page 1 and 2: CHAPTER 1SCOPE OF THE STUDY1.1 INTR
Page 3 and 4: 1.3 RESEARCH OBJECTIVESThe primary
Page 5: ) Qualitative Research“Qualitativ
Page 9 and 10: • Living Standards Measure: It di
Page 11 and 12: 2.2 INDUSTRY ANALYSIS2.2.1 Ethnic c
Page 13 and 14: grow in the forecast period. Men’
Page 15 and 16: cleans conditions and detangles whi
Page 17 and 18: In the general market, products are
Page 19 and 20: “all natural” claims by special
Page 21 and 22: As a segment, this market sector ha
Page 23 and 24: launching new Ethnic facial product
Page 25 and 26: h) Skin Care products current and f
Page 27 and 28: organic market, but are also breaki
Page 29 and 30: (2000) asserts that Ethnic women no
Page 31 and 32: experience time and time again. Pre
Page 33 and 34: the government. The emerging black
Page 35 and 36: Deodorant body sprays are particula
Page 37 and 38: Euromonitor International One (2007
Page 39 and 40: way, making it difficult to compete
Page 41 and 42: and 2.14). As South African men bec
Page 43 and 44: sales through those outlets is expe
Page 45 and 46: Producers of mainstream skin care b
Page 47 and 48: k) Sun Care Products current and fu
Page 49 and 50: Trends and insights into South Afri
Page 51 and 52: 2007:38). This expansion of distrib
Page 53 and 54: CHAPTER 3STRATEGY FOR BUSINESS GROW
Page 55 and 56: d) Improved SynergyImproved linkage
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The market penetration strategy is
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) Gaining competitors' customers (P
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power saw and a lady in a clown sui
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Hoskisson and Hitt (2009:183) expla
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Vertical integration is also claime
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) InternationalisationAnsoff (1965)
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are described as non-equity based a
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Another common reason for operating
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In recent years however, companies
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isk than simply attempting to incre
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Further advantages of diversificati
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efficiency. Quantity discounts thro
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CHAPTER 4FRANCHISING AS A GROWTH ST
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Franchising is a commercial relatio
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usually grants further licenses wit
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Miranda (2009) further explains tha
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The franchisee is said to carry a h
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e) Competitiveness achieved through
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franchise, and pay royalties on tim
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of the franchise is what breeds pos
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4.6 CONCLUSIONIn this chapter franc
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onset, which factors may cause cert
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5.3.1 ValidityIn its purest sense,
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Speciality Top End, Ethnic Cosmetic
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5.4.2 Ethical AspectsWritten inform
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Section three, deals with benchmark
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Currently Mr Munroe is still occupy
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) Are current retailers situated in
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e) Because of this move, is their s
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concludes however that that there a
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(2009) states that SA retailers are
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Carter and Carter (2009) proclaim t
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6.3.5 Product RangingSection Five o
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According to The Free Library (2009
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The literature review reveals that
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BabyCarter and Carter (2009) explai
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(2009) also feels that such a niche
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Munroe (2009) also suggests mini LC
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) Do you see an interest from the f
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e) What services are the above reta
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h) Could current top end retailers
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A goal of Market Penetration Strate
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store to aid in the purchaser’s d
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Carter and Carter (2009) assert tha
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Page 149 and 150:
The literature review reveals that
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The Ethnic cosmetic and toiletry ma
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• Differentiation from competitor
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In terms of focus shown to the Ethn
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and brand reassurance, their desire
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c) Store design and layoutThe layou
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f) Promotional ActivitiesThe majori
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From the conclusions drawn, it was
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Available from:http://perfumesmelli
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Cosmetics Design. 2005. Black hairc
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Fortune Manning Lawyers. 2008. Freq
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LaPolt, E. K. 1997. Ethical dilemma
Page 173 and 174:
Pearce, L . 2009. How to Take Your
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Stilwell, J. 2007. Strategies for B
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APPENDIX AQUESTIONNAIRE1. INDUSTRY
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4. GAINING MARKET SHARE AS A NEW EN
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c) How would you suggest a retail s
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f) Are current SA retailers who sto
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10. FUTURE OF THE ETHNIC COSMETICS
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10.Vetiver, woody notes (men and wo
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Table 2.9: forecast sales (in Milli
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Table 2.17: Forecast sales (in Mill
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Table 2.22: Forecast sales of Depil
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