Case Study: Du Plessis And Roberts Lombard

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Du Plessis and Roberts Lombard argues that thorough understanding of the customer is one of the prerequisites for the long-term success of an organization (Du Plessis & Roberts-Lombard, 2012). A market or customer led strategy means offering value to the customer, which can only be achieved if an organization understands its customer needs and expectations and responds to them in its marketing strategy.

Current customers for THS

THS boasts a large number of customers such as SABMiller, Nestle, SAPPI, Mondi Papers, AFGRI, Colgate-Palmolive, and Glaxo Smith Kline just to mention a few. What do the customers do with the products?

The customers are producers of a wide variety of products, the products are segmented into four categories,

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