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Title: The marketing strategies used by emerging building contractors in Polokwane Municipality, Limpopo
Authors: Selamolela, Mafeta David 
Keywords: Limpopo Provinc;Polokwane Municipality;Emerging contractors;Marketing strategies;SMMEs
Issue Date: Sep-2020
This study explores The Marketing strategies used by emerging building contractors
in the Polokwane Municipality which falls under the Capricorn district of Limpopo
province, South Africa. It was motivated by the high failure rate of emerging building
contractors. The aim is to identify and evaluate the effectiveness of the marketing
strategies employed by emerging building contractors. Every business needs a
winning marketing strategy to strengthen both its market position and presence. The
high failure rate of emerging building contractors is of great concern to government,
beneficiaries and the owners themselves. Research has shown that businesses with
no clear-cut marketing strategy are prone to collapse. A case in point is marketing in
the construction industry. Emerging building contractors have failed to compete
adequately among themselves due to a lack of marketing skills, little or no
knowledge of how to develop a marketing plan or its importance, insufficient capital,
and a lack of access to markets.
The respondents in the study were drawn from four important bodies in the
construction industry in the Polokwane municipality, namely the Construction
Industry Development Board (CIDB), the Limpopo Economic Development Agency
(LEDA), the National Home Builders Registration Council (NHBRC) and the South
African Women in Construction (SAWIC). It is required by law that all building
contractors be registered with the CIDB. A quantitative method of data collection and
analysis was used namely simple, random sampling to supply 75 potential
respondents (33 women and 42 men). Two thirds (22 women and 28 men) of the 75
individuals were found to have active status on the CIDB register, while the
registration of the remaining 25 had expired. Thereafter, descriptive ad inferential
statistics were used to aggregate and correlate data. The results of this study
showed that we do not reject null hypothesis H0, since (t (48) = 0.122, p=0.903)
while mean and standard deviation of the marketing strategies are M = 24.16%, SD
= 3.51%. The data indicates that the emerging contractors did not have marketing
strategies all together. The findings of the study may assist the emerging building
contractors to develop marketing strategies in order to enhance the construction
fraternity and lead to growth and future profitability.
Submitted in fulfillment of the requirements of the degree of Master of Management Sciences – Business Administration, Durban University of Technology, Durban, South Africa, 2020.
Appears in Collections:Theses and dissertations (Management Sciences)

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