Marketing of Turkish Olive Oil to the Uk Market

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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
ABSTRACT3
1. INTERNATIONAL MARKETING OF TURKISH OLIVE OIL4
1.1 Introduction....................................................................................................4
1.2. General information and literature review4
1.2.1 Olive Oil4
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 oil6
1.2.1.4 Export and Import from Turkey’s point of view6
1.2.1.5 The UK olive oil market8
2. RESULTS12
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. CONCLUSION16
4. REFERENCES18
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 exportation globally.

The paper also will present relevant information about the UK market from volume and value point of view. Beside, why UK market is so competitive for Turkish olive oil is the another question that answered in this part.

By applying the SWOT and Michael Porter’s five Forces analysis, the findings showed that the Turkish olive oil offers high quality products in good prices and is one of the world’s biggest producers. However, it faces severe competition. The political issues applied by EU, customs duties and price are the most influential factors related to exportation for the exporting companies.

Subsequently, the paper will provide a personal evaluation and critical analysis of the international marketing of the Turkish olive oil to the UK market by implementing new strategies.

Key Words: Olive oil, Turkey, SWOT, UK Market

1. INTERNATIONAL MARKETING OF TURKISH OLIVE OIL
1.1 Introduction
This study examines the issues related to the international marketing of Turkish olive oil in UK. Thus, the country’s target market in the UK and competition are analyzed, SWOT and Michael Porter’s Five Forces analysis are performed and the marketing mix is presented.

1.2. General information and literature review
1.2.1 Olive Oil
As known, olive oil is an oil obtained from the olive, a traditional tree crop of the Mediterranean Basin. It is commonly used in cooking, cosmetics, pharmaceuticals, and soaps and as a fuel for traditional oil lamps. Olive oil is used throughout the world, but especially in the Mediterranean countries (http://en.wikipedia.org/wiki/Olive_oil).

Olive oil is claimed to be beneficial for health, as it is rich in vitamin E and it does not contain preservatives it is widely used in cooking worldwide. As Duff (1998), mentions the preference for olive oil is due to health reasons, because as it was found, the replacement of saturated fats by olive oil results in a lowering of the rate of heart...
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