Sustaining Competitiveness in a Commodity Market

Tan, Fonn Hwee Beng (2006) Sustaining Competitiveness in a Commodity Market. [Dissertation (University of Nottingham only)] (Unpublished)

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In this research project, a study on how Sasol, an oil and chemicals producers, evaluate the issues that the company could consider as precursors to sustain its competitiveness in the commodity market. Six independent variables being; Price Competitiveness, Customer Satisfaction, Service Efficiency, Relationship Management, Customer loyalty, Technology have been used to determine its relation with sustainability. In this project, a measurement of the intangibility of resources, customer loyalty as well as determination of the correlation between customer satisfaction and customer loyalty will also be illustrated.

The research uses SPSS as the tool for evaluation. It was concluded that the three hypothesis test on intangibility of resources, customer loyalty and customer satisfaction are all positively supported. It is implied that Sasol should focus attention on the prospects which shows higher predictors of Total Sustainability such as building good relationship with buyers as well as strategic partners, investing in technology and providing good customer satisfaction. These are in intangibility of resources that will improve sustainability of the company. The research also denotes that there are differences between the criteria of selection of solvents supplier between distributors and end user customers. Different focus on marketing mix needs to be addressed for different groups of customers. However there are limitations to the representativeness of the research as well as further studies that needed to be addressed to achieve the completeness of the findings.

Item Type: Dissertation (University of Nottingham only)
Keywords: sustaining competitiveness, marketing, strategic marketing
Depositing User: EP, Services
Date Deposited: 15 Nov 2006
Last Modified: 12 Oct 2017 12:12

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