Assessing the competitiveness of small and medium sized retail business in South Africa

The South African economy and especially its retail environment are continuously experiencing the impact of globalisation. The continuous expansions of large public retail businesses that consist of numerous chain stores are evident in both the local and international arena. South Africa has witnessed large amounts of foreign direct investment (FDI) invested into its retail sector. The above mentioned facts hold a serious challenge for small and medium retail businesses in South Africa (SMEs). In order for SME retail businesses to stay competitive against these global retail businesses, it needs to be able to withstand the competition in the environment it operates. This is not always an easy challenge given the limited access to resources that the majority of SME businesses have access to. This study presents how South African SME retail businesses can remain competent and profitable in spite of serious competition from large retail businesses of both local and international origin. In order to suggest recommendations for South African SME retail businesses to be more competent in relation to large retail businesses, the researcher identified some areas of improvement, which is perceived to be the most important for enhancing the competitiveness of SMEs. These variables include uniqueness, entrepreneurial leadership, cost effectiveness, technology and quality management. These variables were researched to understand how they affect SME retail businesses and where tested using quantitative analysis to ascertain if managers and owners of SME retail businesses believed that these variables would help them to improve the level of competitiveness in relation to large retail businesses. The results indicated that SME owners and managers felt that uniqueness, entrepreneurial leadership, cost effectiveness, technology and quality management all contributes to the competitiveness of their business. Empirical evidence shows that owners and managers of SME retail business felt that all of the above factors will result in their SME retail business being more competitive as compared to large retail businesses. The former will lead to better chances of success which again are most likely to lead to increased probability