Marketing of Turkish Olive Oil to the Uk Market
MARKETING OF TURKISH OLIVE OIL TO THE UK
MBA, INTERNATIONAL MARKETING
SUBMITTED TO DR. MIKE KEARSLEY BY MELEK ISLEK 11.04.2011
TABLE OF CONTENTS Page ABSTRACT 3 1. INTERNATIONAL MARKETING OF TURKISH OLIVE OIL 4 1.1 Introduction....................................................................................................4 1.2. General information and literature review 4 1.2.1 Olive Oil 4 1.2.1.1 A Mysthical History.................................................................................4 1.2.1.2 Types of Olive Oil....................................................................................5 1.2.1.3 International marketing of Turkish olive oil 6 1.2.1.4 Export and Import from Turkey’s point of view 6 1.2.1.5 The UK olive oil market 8 2. RESULTS 12 2.1 SWOT Analysis of Turkish olive oil in UK market....................................12 2.2 Michael Porter’s Five Forces for Turkish olive oil UK market..................13 3. CONCLUSION 16 4. REFERENCES 18 5. APPENDICES..............................................................................................20
ABSTRACT This report analyses and evaluates the international marketing of Turkish olive oil in the UK Market in terms of challenges and opportunities that the product faces. Furthermore it will focus on exporting difficulties to the UK rather than EU countries. The olive oil demand is increasing year-on-year in the UK particularly, because of the certain health problems like heart diseases or obesity. The First part of the paper will provide relevant information regarding the factors which effect the olive oil usage throughout the world and it will also define and explain the position of Turkey in terms of olive oil production, marketing and
MBA, INTERNATIONAL MARKETING
SUBMITTED TO DR. MIKE KEARSLEY BY MELEK ISLEK 11.04.2011
TABLE OF CONTENTS Page ABSTRACT 3 1. INTERNATIONAL MARKETING OF TURKISH OLIVE OIL 4 1.1 Introduction....................................................................................................4 1.2. General information and literature review 4 1.2.1 Olive Oil 4 1.2.1.1 A Mysthical History.................................................................................4 1.2.1.2 Types of Olive Oil....................................................................................5 1.2.1.3 International marketing of Turkish olive oil 6 1.2.1.4 Export and Import from Turkey’s point of view 6 1.2.1.5 The UK olive oil market 8 2. RESULTS 12 2.1 SWOT Analysis of Turkish olive oil in UK market....................................12 2.2 Michael Porter’s Five Forces for Turkish olive oil UK market..................13 3. CONCLUSION 16 4. REFERENCES 18 5. APPENDICES..............................................................................................20
ABSTRACT This report analyses and evaluates the international marketing of Turkish olive oil in the UK Market in terms of challenges and opportunities that the product faces. Furthermore it will focus on exporting difficulties to the UK rather than EU countries. The olive oil demand is increasing year-on-year in the UK particularly, because of the certain health problems like heart diseases or obesity. The First part of the paper will provide relevant information regarding the factors which effect the olive oil usage throughout the world and it will also define and explain the position of Turkey in terms of olive oil production, marketing and
References: 9. Blery E., 2008, British Food Journal, Volume 110 No:11 Marketing olive oil in Greece p:1150-1162 10 11. Crescimanno, S.M., Di Marco and Guccione, G (2002), “Production and trade marketing policies regarding organic olive oil in sicily”, British Food Journal, Vol. 104 Nos 3/4/5, pp. 175-86. 12. Doyle, P. (1994), Marketing Management & Strategy, Prentice-Hall, Englewood Cliffs, NJ. 13. Duff, J. (1998), “Public health equity goals: households and food production in nutrition research”, International Journal of Sociology and Social Policy, Vol. 8 Nos 7/8, pp. 55-80. 16. Gunden C., Turkekul B., Miran B., and Abay C., (2010) The Turkish olive oil sector’s priorities related to the factors affecting domestic and international competition 17 20. Papaioannou, G. (1978), New Treasure of Knowledge, Vol. 4, Athens, p. 132. 21. Piercy, N. and Giles, W. (1989), “Making SWOT analysis work”, Marketing Intelligence and Planning, Vol. 7 Nos 5/6, pp. 5-7.