OLIVE OIL CaseWord文档下载推荐.docx

OLIVE OIL CaseWord文档下载推荐.docx

《OLIVE OIL CaseWord文档下载推荐.docx》由会员分享，可在线阅读，更多相关《OLIVE OIL CaseWord文档下载推荐.docx（8页珍藏版）》请在冰豆网上搜索。

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