FROM WHOLESALE TO RETAIL: IMPROVING THE FORWARD VERTICAL INTEGRATION STRATEGY AT FRESHMARK (PTY.) LTD.

A dissertation by BARTHOLOMEW CHARLES BENECKE

Submitted in partial fulfillment of the requirements for the degree

MASTER’S DEGREE IN BUSINESS ADMINISTRATION (MBA) in the BUSINESS SCHOOL FACULTY OF MANAGEMENT SCIENCES TSHWANE UNIVERSITY OF TECHNOLOGY

Supervisor: Prof. JA Watkins Co- Supervisor: V Naidoo May 2007

DECLARATION OF COPYRIGHT
“I hereby declare that this dissertation submitted for the degree Master’s in Business Administration (MBA) at the Tshwane University of Technology, is my own original unaided work and has not previously been submitted to any other institution or higher education. I further declare that all sources cited are cited or quoted are indicated or acknowledged by means of a comprehensive list of references” BARTHOLOMEW CHARLES BENECKE

Copyright© Tshwane University of Technology 2006

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DEDICATION
“This study is dedicated to my God, and King, to whom I give praise for all the gifts and strength He has granted me, and to my love Jasmyn, for her steadfast support through this time. I will love you both forever.”

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ACKNOWLEDGEMENTS
I hereby wish to acknowledge the contribution of the following persons to the completion of this dissertation: ► To my parents for their love and support through all my years of study. Thank you for believing in me, even when I did not believe in myself. ► To Professor Watkins, for all his guidance and helping hands through the writing of this dissertation. Thank you for the subtle pushes at the right times. ► To the Tshwane University of Technology, for taking me in, after I left North West University.

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TABLE OF CONTENTS
DECLARATION DEDICATION ACKNOWLEDGEMENTS TABLE OF CONTENTS LIST OF FIGURES GLOSSARY OF TERMS CHAPTER 1: SCOPE OF THE RESEARCH 1.1 INTRODUCTION AND