An investigation into factors impacting on exports from South Africa to the Southern African Development Community (SADC)

Globalisation has changed the world economy. Manufacturers face vigorous competition in both local and export markets and need to have a genuine competitive advantage in order to prosper and grow. South Africa is still predominantly a resource based exporter with high aspirations of developing trade in value-added products. The government has recognised the importance of developing national manufacturing capacity as a means of increasing employment and reducing poverty. To this end the government provides substantial support to both the manufacturing and exporting sectors. The government also negotiated the Southern African Development Community (SADC) agreement which leverages some powerful competitive advantages for South African manufacturers exporting into the region. However, since ratification of the SADC agreement in 2008 there has been no perceptible increase in export activity to the region when compared to other markets. This research study was conducted to determine why this is the case and what factors are influencing the process. A literature review was undertaken encapsulating three principal themes; namely, export barriers, the role of the South African government in the export process, and the SADC agreement. Based on the findings of the literature review a research questionnaire was constructed and subsequently completed by a cross section of manufacturers in the Eastern Cape. It was found that export barriers do not pose a major obstacle to trade into the SADC region. The role the government plays was less conclusive with some successes noted, but on the whole the impact is not meaningfully positive. On the other hand the SADC agreement and the dynamics prevailing in the free trade area do have a positive impact on exports to the region. The level of awareness with regard to the government support initiatives was disappointingly low. The government offers a number of helpful support initiatives which are unknown to more than half the response group. The awareness level of the dynamics prevailing in the SADC region are an improvement but are still surprisingly low. South African manufacturers enjoy significant competitive advantages within the region that are going largely unnoticed. It is recommended, inter alia, that the government consolidates some of its support initiatives, as well as provides a dedicated SADC support desk. Management should adopt an export culture and re-evaluate the opportunity to trade with the SADC region