MARKET ANALYSIS FOR THE RETAIL INDUSTRY IN SOUTH AFRICA

Contents Page

Executive Summary 2
1. Introduction 3
2. Retail industry in South Africa 5
3. Macro and Micro environment analysis 6
3.1 Macro environment of Retail market in South Africa 6
3.1.1. Political Environment 6
3.1.2. Economic environment 8
3.1.3 Technological Environment 10
3.2 Micro environments analysis 11
3.2.1. Suppliers’ Environment 11
3.2.2 Consumers’ Environment 12
3.2.3 Competitors’ environment 15
4. Findings summarization 17
5. Conclusion 18
References 19

Executive Summary
The purpose of the assignment is to develop the written and oral communication skills of marketing for business leadership students.
The objective of the assignment is to aware students about the application of market analysis for the retail industry in South Africa.
The retail industry effectiveness is dependent on the macro and micro environment analysis of the sector.
The students of this group has done the analysis using different resources from South Africa statistics, Standard Bank, and other private consultancy reports that are listed in the reference list. According to the findings, South Africa’s economy is continuing in growth since 1994, which is after the democratic election that resulted from the failure of apartheid.
During the regime of Nelson Mandela different improvement in poletical, technological and environmental improvement was done.
Improvement in political and technological environment helps the retail industry to develop in size and return that has impact on the overall growth rate in the country more than 4% per year.

1. Introduction
Retailing is a business activity of selling goods and services directly to consumers. Instead of selling products for resale, a