Keyword

Craft industry, challenges, marketing strategy, growth and survival

Abstract

The purpose of this paper was to present the challenges affecting craft producers growth and survival in SA. Craft producers face many challenges that impede on their growth and survival. This paper therefore makes recommendations on what can be done to overcome these challenges. Conceptual analysis was accomplished through literature review to achieve the main critical research questions and to investigate the challenges and solutions on how to overcome these challenges. Government can play a major role in the development of craft producers. Although there are some government interventions in place, they are either ineffective or fail to reach the majority of craft producers. Craft producers should attend training on areas such as product design and development and marketing which will enhance their ability to market their products. 


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