OLIVE OIL CaseWord文档下载推荐.docx
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OLIVE OIL CaseWord文档下载推荐.docx
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RobertoMerino©
Introduction
TheSpanisholiveoilindustryproducesanaverageofeighteenthousandtonsofoliveoilperyear,accordingtotheSpanishAssociationofExportersofOliveOil(Asoliva,2004).ItissuggestedthatSpainwastheworld’sfirstproducerofoliveoil.However,halfoftheproductionisexportedtoItalyinbulk.Historically,theSpanishhaveexportedtheirexcesscapacityinbulktointernationalbuyerswhothenpackageandmarkettheproductthroughnormaldistributionchannels.
Asaresult,ItalywasthefirstimporterofSpanisholiveoilinbulk.Throughdomesticpurchasemethods,ItalianenterprisesbuyandbottletheSpanisholiveoilinItalyandthereafterexporttheproducttointernationalmarketsusingtheirownchannelsofdistribution,marketentrymethodsandbrandname.
Descriptionoftheproduct:
oliveoil
OliveoilhasbeeninexistencesinceprehistorictimesandisknownasthegoldenliquidthatwasdiscoveredinregionsaroundtheMediterraneanbasin.PhoeniciansgrewolivetreesinSyriaandPalestineandlatertheGreeksplantedthecropthroughoutcountriessurroundingtheMediterranean.ChristopherColumbusintroducedittoAmericaandthensometimeinthe18thcenturyCalifornianoliveoilwasproducedandmarketedasacommercialproduct.Currently,olivegrovescanalsobefoundinAfrica,JapanandChina(Asoliva,2004)
Thetermoliveoilrefersexclusivelytooilobtainedfromthefruitoftheoliveoiltree.Itexcludesallotheroilsobtainedbyusingsolvents.The‘virginoil’categoryisreservedforoilproducedbyamechanicalprocessatatemperaturethatdoesnotdamageitsintrinsicproperties.Refinedoliveoilcorrespondstoaprocessedproductthatkeepsthesametriglycericstructure.Mixingoliveoilwithotherkindsofoiliscommonlypracticedinmaycountriestosuitthelocaltasteandpalate(Asoliva,2004).
Theglobalindustry
AlmostalltheWorld’sproductionofoliveoilcomesfromthecountrieslocatedintheSouthofEuropeoradjacenttotheMediterraneanSeaalthoughcountriessuchasArgentinaandAustraliaarebeginningtodeveloptheirownolivegrovesandtheproductionofoliveoil(Quaranta&
Rotundo,2002).The1990shaswitnessedadecadeoflargescaleproductionandtherateofincreasehascontinuedtogrowmorerapidly.
Europeaccountsfor79percentoftheworld’sproductionandthreecountries;
namely,Spain,ItalyandGreeceaccountfor97percentoftheEuropeanproductionandforalmost77percentoftheworldproduction(Quaranta&
Rotundo,2002).Theindustryisthereforequiteconcentratedintermsofgeography.EuropeisfollowedbyAfrica,producingaround300,000tonsperyearandaccountingfor12percentoftheworld’sproduction.TunisiaisthemainAfricanproducerasitproducesaround70percentofthetotalproductionintheregion.TheAsiancontinentisthirdintermsofproductionofoliveoilwithanaverageof170,000tonsperyearandrepresenting7percentoftheworldtotalwithSyriaaccountingfor48percentoftheproductionintheregionandTurkeyfor40percent.ThesetwocountriesrepresentthelargestproducersinAsia.
Historically,ItalyandSpainhavecompetedwithoneanothertoberegardedasthefirstproducerofoliveoilintheworld.Italywasthemainproducerofoliveoiluntilthe1980sbutitisarguedbysomecommentatorsthattheyhavebeenovertakenbySpainduetoitsbetterproductioncapabilities.Tohelpregulatetheindustry,theInternationalOliveOilCouncil(COI)workstogetherwithinstitutionssuchastheEuropeanUnion(EU)andtheWorldTradeOrganisation(WTO)tointroducerulesandlawstohelpregulateandcontrolthetradeofoliveoilaroundtheworld.Thevariousproducers,exportersandimportersofoliveoilaremembersoftheCOI(Asoliva,2003).
ConsumptionofoliveoilhasbeenconcentratedintheproducercountriesbutwiththeemergenceoftheInternationalOliveOilCouncilandtheregulationandmarketingoftheproduct,countriessuchastheUSA,AustraliaandJapanhaveexperiencedanincreaseintheconsumptionrateofoliveoil.ConsumptionratesofoliveoilhavealsoincreasedduetotheformationanddevelopmentoftheEUasatradingregionandtheincreasedpopularityoftheMediterraneanasatouristdestination,itswayoflifeanditsculinarydishesanddiet(Asoliva,2003).
IntermsofinternationaltradeSpain,Italy,PortugalandTunisiaarethemainexportersofoliveoilaccountingfor90percentofthetotal.Spain,Italy,USA,Japan,Australia,BrazilandCanadaarethemainimporterscovering82percentofthetotal(COI,2004).Themainexportersin2004were:
Italy(40%);
Tunisia(25%);
Spain(20%);
Portugal(4%);
Greece(2%)andothers(9%)(COI,2004)
TheSpanisholiveoilindustry
TheSpanisholiveoilindustryhasexperiencedgreatchangesduringrecentyears,Therehavebeenimprovementsintheinfrastructurewithintheindustryandanewirrigationsystemdesignedtoimprovethefutureproductioncapacityoftheregion.Asoneoftheworld’sfirstproducersofoliveoilwithatotalaverageproductionof700,000-800,000tonsperannum(Asoliva,2003).Spainhasaroundthreehundredmillionolivetreescoveringmorethantwomillionhectares.Ittermsofcultivation,Spainhasaround25percentoftheworld’stotalolivegrovelandmassforproduction(Asoliva,2003).
In2003/04,arecordof1,416,621tonswasproducedaccordingtoSpanishofficialstatistics(SpanishAgencyfortheOliveOil,2004).Ofthistotal,633,000tonswereexportedtomarketsabroadduringtheseason2003/2004(SpanishAgencyforOliveOil,2004).Intheperiod1992–2002,theaverageamountexportedperannumwas300,000tons(Asoliva,2003).
Spanisholiveoilisexportedtomorethanonehundredcountries;
butitsmaininternationalmarketsaresegmentedintermsofwhethertheoliveoilisexportedinbulkorinbottlesoffivelitresorless,orboth(Asoliva,2003).ThemainimporterofSpanisholiveoil(inbulk)isItalyfollowedbyFrance,PortugalandtheUnitedKingdom(Asoliva,2003).Ontheotherhand,theUSA,Australia,Brazil,Japan,andFrancearethemainimportersofSpanisholiveoil(bottled).AccordingtoanAsoliva’sstudy(2003),theUnitedKingdomwasthethirdmainimporterofbottledSpanisholiveoilaccountingfor340,133bottlesbeingimportedin2003.
Nevertheless,thesectorhasseenmanyproblemsanddivisionsbetweentheagriculturesector,industrialsectorandthegovernmentinstitutions.Duringrecentyearstheoliveoilindustryhasbeenstrivingtoincreaseitsproductionofbetterqualityproducts.However,themarketingandtradeactivitiesneedtoimprove.Theproducersappearnottobeascommerciallyawareoftheneedtomarkettheproductifitistobesoldasa‘packaged’ratherthana‘bulk’producttomajorretailersandthechannelsofdistributionininternationalmarkets.(Mate,2003).Slowly,producersarebeginningtochangeandthewholesectorisnowcommittedtoworktogethertostabilisetheindustryandpromotetheproductonamoreprofessionalandconsistentbasistobeabletoconsolidatetheirpositionintheinternationalmarketplace.
Tohelpfacilitatethischange,twopublicorganisationshavebeencreated;
namely,theFoundationoftheCommunalPatrimonyofOlivesandtheInter-ProfessionalAssociation.Themainaimofthesetwoorganisationsistoimprovetherelationshipbetweentheagriculturalproducersandtheindustrialsectorstosetupacollectivestrategybasedontwomainobjectives:
1.tochangetheperceptionofthequalityofSpanisholiveoilaroundtheworld;
and,
2.secondly,topositionSpanisholiveoilastheworld’sbenchmarkforqualityintermsofoliveoil(Mate,2003).
AnoverviewoftheBritishmarket
Around44percentofBritishhouseholdsconsumeoliveoilonaregularbasis(SpanishEmbassyinLondon,EconomicDepartment,2003)thatdemonstratesthatitisslowlybecominganessentialingredientthatisapartoftheBritishdiet.IntheUK,oliveoiliscategorisedinthe‘edibleoils’segment.However,oliveoilbrandsintheBritishmarkethavetocompeteagainstothersub-segmentsthatareconsideredtobesolidoilssuchasbutterandmargarinethatareoftenusedforcookingaswellasthevegetableoilssoldinmostsupermarketsorretailersintheUK.
TheincreaseinconsumptionandthepopularityofoliveoilismainlyduetotherecognitionbytheBritishconsumerofthebenefitsofaMediterraneanstyledietandahealthylifestyle.TheBritishGovernmentisactivelytryingtoencouragepeopleintheUKtoimprovetheirdietthroughpromotionalcampaignsandsponsorledadvertising;
forexample,inschoolsusingcelebritychefssuchasJamieOliver.However,manyBritishconsumerstendnottodifferentiatebetweenthetypesofoliveoilandstilllimititsusetosprinklingitoversaladsorinproducingamixeddressingforsalads.Themostpopulartypeis‘extravirgin’oliveoilwhichaccountsfor72percentofmarketshareintheUK(SpanishEmbassyinLondon,2003).
Oliveoilismainlymarketedthroughlargesupermarketchains.Thetopfivesupermarketsaccountfor80percentofthetotaloliveoilsalesintheUK.However,50percentofthesalesofoliveoilarethesupermarket’sownlabelproduct/brand.InthecaseofSpanisholiveoil,70percentofitissoldasthesupermarket’sownproduct/brand(SpanishEmbassyinLondon,2003).‘Extravirgin’oliveoilisundoubtedlythemostpopularproduct.Itappearsthatakeyfactorforconsumerchoiceistheregionoforiginaswellasitsassociationwithquality;
forexample,theoliveoilformCreta,ToscanaandAndaluciaareconsideredtobe
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