OLIVE OIL Case (2007)

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1、OLIVEOILCASESTUDYJohnRThomsonisaSeniorLecturerinMarketingattheNapierUniversityBusinessSchoolbasedinEdinburgh.RobertoMerinoisaGraduiateofNapierUnivesrityhavinggraduatedwithaBA(Honours)in2005.JohnRThomson©2007RobertoMerino©2007IntroductionTheSpanisholiveoilindustryproducesanaverageofeight

2、eenthousandtonsofoliveoilperyear,accordingtotheSpanishAssociationofExportersofOliveOil(Asoliva,2004).ItissuggestedthatSpainwastheworld’sfirstproducerofoliveoil.However,halfoftheproductionisexportedtoItalyinbulk.Historically,theSpanishhaveexportedtheirexcesscapacityinbulktointernationalb

3、uyerswhothenpackageandmarkettheproductthroughnormaldistributionchannels.Asaresult,ItalywasthefirstimporterofSpanisholiveoilinbulk.Throughdomesticpurchasemethods,ItalianenterprisesbuyandbottletheSpanisholiveoilinItalyandthereafterexporttheproducttointernationalmarketsusingtheirownchannel

4、sofdistribution,marketentrymethodsandbrandname.Descriptionoftheproduct:oliveoilOliveoilhasbeeninexistencesinceprehistorictimesandisknownasthegoldenliquidthatwasdiscoveredinregionsaroundtheMediterraneanbasin.PhoeniciansgrewolivetreesinSyriaandPalestineandlatertheGreeksplantedthecropthrou

5、ghoutcountriessurroundingtheMediterranean.ChristopherColumbusintroducedittoAmericaandthensometimeinthe18thcenturyCalifornianoliveoilwasproducedandmarketedasacommercialproduct.Currently,olivegrovescanalsobefoundinAfrica,JapanandChina(Asoliva,2004)12Thetermoliveoilrefersexclusivelytooilob

6、tainedfromthefruitoftheoliveoiltree.Itexcludesallotheroilsobtainedbyusingsolvents.The‘virginoil’categoryisreservedforoilproducedbyamechanicalprocessatatemperaturethatdoesnotdamageitsintrinsicproperties.Refinedoliveoilcorrespondstoaprocessedproductthatkeepsthesametriglycericstructure.Mix

7、ingoliveoilwithotherkindsofoiliscommonlypracticedinmaycountriestosuitthelocaltasteandpalate(Asoliva,2004).TheglobalindustryAlmostalltheWorld’sproductionofoliveoilcomesfromthecountrieslocatedintheSouthofEuropeoradjacenttotheMediterraneanSeaalthoughcountriessuchasArgentinaandAust