Question

Topic: Strategy

Olive Oil Market Entry Strategy

Posted by Anonymous on 11/19/2007 at 6:36 PM ET 250 Points
the consumption of olive oil is booming globally, i would like to know what market entry strategy should be adopted by a spanish olive oil company to enter into uk market and what points should be taken into consideration?

thanks

Roshini
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RESPONSES

  • Posted on 11/19/2007 at 7:08 PM Accepted
    Start with some market research to find out who the prime target audience is, what their attitudes are toward olive oil, what they think about the idea of Spanish olive oil, when they use olive oil, what they use when they don't use olive oil, etc. You might also find out whether there are some strong images among existing brands of olive oil in the UK.

    Once you do that, you should have a better idea of what your positioning should be, and you can go from there.

    I think anything that doesn't include this up-front step is likely to sub-optimize at best, and fail miserably at worst.
  • Posted on 11/20/2007 at 11:55 AM Accepted
    I'd try locating a distributor who services chefs and enter from that level. If you can create the impression of a high commodity level product (i.e., chef choice) then you would create market leverage to drip down into the consumer markets. I would target my advertising and marketing to the chefs and restaurants and suppliers.

    I would definitely approach from the chef, high end restaurants with a long-term goal to be a trickle down affect.
  • Posted on 11/20/2007 at 7:39 PM Member
    Does your target audience think Spanish olive oil would be better/worse/same as Italian olive oil? (I'm assuming that Italian holds the lion's share of the market.) Do you have a negative to overcome, or will they quickly accept that Spanish olive oil must be good?

    Tim has some good input for you. And marketingriot's approach may ultimately be the best way into the UK market.
  • Posted on 11/21/2007 at 1:01 PM Member
    Another edge you could look into taking is determining the size of the Hispanic market in the UK. In the US, it's the fastest growing sector...not sure about the UK.

    Thinking on those terms, get it on the shelves of Spanish/Hispanic specialty shops/stores and in the grocery store aisles where Spanish/Hispanic foods are sold.

  • Posted on 11/22/2007 at 7:26 AM Accepted
    Hi Roshini,

    The population of people who are over weight in the UK is very high. About two thirds of British adults are now considered overweight or obese. Of these, about a fifth of men and almost a quarter of women are obese.
    This spanish olive oil helps in oxidation and its very good for daibetics patients. So probably you can take the help of the health factor into consideration and educate people on the good affects of the olive oil. U can use the below link that will give u a complete picture of good affects of spanish olive oil.
    https://www.spanish-gourmet.com/aceite/oil6.html
    So keeping health factor as the main concept in mind we can think of entering into the market.

    The target customers would be the mothers. As you know childrens tend to eat lots of junk food.
    The next target customers can be the restaurant owners or the chefs.

    Regards,
    Anand
  • Posted on 11/23/2007 at 7:25 PM Accepted
    hi Roshini,

    the following website will help you to how to analyse PEST

    https://www.tutor2u.net/business/strategy/PEST_analysis.htm

    and this one will be useful for selecting a market entry strategy
    https://www.fao.org/docrep/W5973E/w5973e0b.htm

    i hope this may help.

    good luck
    Pankaj
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