South Africa has undergone major changes in business activity in the previous ten years as a result of globalization. The need to compete in world markets has led to an almost chaotic response to remain competitive and compete with organisations that have functioned on a global scale for decades. The South African consumer while being used to a fairly large choice of products is confronted by a vast array of products from almost every corner of the world. In tight economic conditions price is often the deciding factor between two products which are very similar. For example South African wines previously had little competition but now compete with other excellent wines from a number of countries. Similarly the automobile industry in South Africa now competes with a large number of motor manufacturers from different countries. South African business has found itself competing with overseas competition often at prices which cut profits to the core.