For many years, the olive oil producer market has been dominated by three European countries: Spain, Italy and Greece, which account 97 per cent of the European production and 77 per cent of the world production. These three European countries are followed by African countries such as Tunisia, and Asian countries. The big fight between Italy and Spain has conducted the International Olive Oil Council (CIO), the European Union (EU) and the World trade organization (WTO) to introduce rules and laws in order to regulate and control the olive oil trade over the world. This has helped countries such as Argentina and Australia, to develop their own production of olive oil but also countries such as USA and Japan to increase their consumption rate of olive oil. The olive oil industry became more competitive and the new entrants are now threatening the leading position of the three European countries. (Case study, 2007)
[...] a strategic analysis of the olive oil industry and to establish strategic options and recommendations on the market entry strategy for Petrolia in the UK market. To begin we are going to set up a strategic analysis. According to Aaker and McLoughin, the strategic analysis is composed by four elements: the external and costumer analysis, the competitor analysis, the market and submarket analysis, the environmental analysis and strategic uncertainty. (Aaker and McLoughin, 2007) Regarding the external and costumer analysis, since 2000, the olive oil became an essential ingredient of the British diet with more than 44 per cent of households consuming it. [...]
[...] (Case study, 2007) To conclude, the olive oil demand in the UK is increasing which is making the UK market having a high potential in Petrolivia considerations to enter in this market. Slowly, olive oil is replacing standard oil in the choice of consumer because of health issues such as obesity problems and consumer consumption moving to high quality expectations. However, with the new regulations, non-traditional olive oil producers such as Australia and USA are now emerging in the olive oil market which is making it very competitive. Moreover British consumers do not make any differentiation between retailers positioning. [...]
[...] The market of olive oil is divided in three types: plain, virgin and extra virgin. The extra virgin olive oil is considered as premium product, first cold pressing of only high quality of olives. (Mintel, 2006) This is the most popular type of olive oil because of its association with quality. Moreover it is considered as a premium product and the key factor for consumer choice is the region of origins and its association with quality. This is emphasised by promotional campaign which seems to highly influence British consumer. [...]
[...] Actually, according to the case study, Petroliva has a long tradition in the olive oil business; the company started in 1940 and had a strong reputation in its home market. Moreover the company has a high production capability, a wide range of product of olive oil such as extra virgin olive oil and sunflower oil. The brand is also present on numerous markets abroad such as China, Japan, Philippines, USA, Chile, Mexico, Brazil, Ecuador, Canada, Germany, Holland and Russia. But, the company has always handed marketing activities through third parties which is making the company in a bad position regarding marketing in a new market. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
