MARKETING STRATEGY FOR APPLES

ISHS Acta Horticulturae 155: VIII Symposium on Horticultural Economics

MARKETING STRATEGY FOR APPLES

Authors:

J. VERTESSEN, U. AVERMAETE

Abstract:
The marketing agricultural of products is a complex business. A review of the literature shows that most approaches are descriptive rather than analytic. Little has been done regarding product differentiation and brand policy. Much emphasis is put on the efficiency of the distribution process and economic rather than behavioral models have been applied.

The differences with other areas are explained by several factors:

the distribution process is influenced and less manageable due to the biological character and weather conditions
the saturation level of these markets depends on a population size and welfare policy (Law of Engel)
the strong relationship of price to the quantity offered;
the influence of the government
the large number of small enterprises.

Most of these factors, also apply to the Belgian fruit sector.

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