Apple 英国市场分析.docx

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1、UKAppleMarketIngeneral,therearethreecomponentstoformamarket:buyer,seller,andcommodity.Itistheplaceinwhichsellingandbuyingoccurs.IntheBritishApplemarket,applegrowersaretheoriginalsellers,andconsumersarethebuyersinthemarket.Inthismarket,applesaretradedbetweenthebuyersandthesellers.Applegrowerssellappl

2、estoconsumersthroughthemarket.Inmarketingperspective,marketcanberecognizedastplace,(distributionchannel),whichisakeycomponentof4Psmarketingmix(Diaz,2022).Distributionchannelcanbedividedintodifferenttypes,andparticipantsindifferenttypesofdistributionchannelvarygreatly(seefig1below).TheBritishapplemar

3、ketcanbeclassifiedunderthedistributionchannelsellingthroughretailers.SupermarketssuchasTescoandSainsbury,saretheretailersinthedistributionchannel.SellingDirectlytoConsumersFig1:TypesofdistributionchannelConSIImerPreferenCeinUKAPPleMarketConsumerpreferenceisakeyconceptinmarketingpractice.Itinvolvesin

4、theselectionofproductsandservicesbyconsumersaccordingtotheirperceptionsofthebenefitsthatprovidedbytheproductsandservices(Dalyetal,2003).Itexplainshowcustomersrankproductsorservicesandwhytheypreferacertainproductoverothers(Montossietal,2022).Consumerpreferencecanbeusedasamaincriterioninsegmentation.T

5、heunderstandingofconsumerpreferenceallowsmarketerstomakesurethatthevaluepropositionmeetscustomerneeds.IntheUKappleindustry,thefailuretomeetthechangeinbuyingfashionisamainproblemthatlimitstheattractivenessofBritishapplesforconsumers.TheconsumerpreferenceintheUKappleindustryliesinthedemandofshiny,firm

6、applewhichsmellgreat,withnospots,bruising,orblemishes.ThevalueofBritishapplefocusesondiversityandflavour.However,thepromotionofconveniencestoresandsupermarketsintheUKismainlyarrangedtomeetthecustomerneedofIorry-Ioadsofthesameproduct,weekin,weekoutthatdrivenbythefastpacelife.TheBritishvarietiesofappl

7、efailtomeetthisneed.ThishasbecomeakeychallengeforthedevelopmentofUKappleindustry.Thegrowthofappledependsgreatlyonclimateandlandscape.Hence,applefromdifferentcountriesvarysignificantlyintermsoftaste,varieties,size,production,andevennutritionalingredient.Inmarketingpractice,differentfeaturesofapplesar

8、eoftenusedasthesellingpoints.Sinceproductionofapplecanbeaffectedbyclimate,itisoftennecessaryforretailerstostockcertaintypesofapples.Moreover,longtransportationcanalsomakestockofcertaintypesofapplenecessaryinordertoconstantlymeetconsumerneeds.Thechangesofconsumerpreferenceaddpressureontheproductionof

9、applesbyapplegrowers.Applegrowersarerequiredtoincreasetheproductionofappletomeetcustomerneeds,butthisisdifficulttobeachievedlimitedbythevarietiesandlandscape.ThisisalsothemainreasonwhyimportedapplesarepopularintheUK.LSGintheappleindustryLocalSourceGroup(LSG)isasmallnot-for-profitcompany.Thisorganiza

10、tiondoesnotinvolveinthetransactionofappleandneverwill.Non-for-profitorganizationisdefinedastheorganizationthatusessurplusrevenuestoachieveitsmissionratherthanreturningthemtodirectorsorinvestors(Frumkin,2005).ThisgroupmakesefforttoprovidesupportforthesustainabledevelopmentofUKappleindustry.Thisisalso

11、themissionofLSG.IttakestheBritishappleasthesymboloflocalattractivenessandattemptstore-awakenBritishpeopletotheirlinkagewiththecountryside.Inotherwords,thegoalofthisgroupistoinfluencethepreferencesofconsumersintheUKtopromotethedevelopmentoftheapplemarket.Tosomeextents,consumersintheapplemarketaretheb

12、uyersofLSG.ThegoalofthisgroupcanbeachievedonlytheconsumersintheUKapplemarketacceptthevalueandbeliefthatitcommunicates.WhatLSGsellsisthesymbolofBritishappleinordertohelpapplegrowerstobuildthebrandofBritishapple.Asfig2belowshows,signsandsymbolsformamaindimensionofabrand.LSGprovidessupportingservicesfo

13、rthemarketingandbrandingoftheBritishapple.Fig2:DimensionsofabrandAsamatteroffact,LSGtoacertainextentservesasanadvertisingagentintheUKappleindustry.ThecaseindicatesthatthisgroupislargelyfundedthroughgrantsfromboththeFruitGrowerstradeassociationandGovernment.Moreover,italsoreceivessponsorshipfrompriva

14、tecompanies.PropagandaaboutthesymbolandimageofBritishappleandrelatedservicesareexchangedbythisgroup.RevenuethatgeneratedbythisgroupsareusedtoconductedactivitiestosupportthedevelopmentofUKapplemarket,suchasthe,AppleWeek1.AccordingtoPorter,sGenericStrategies,competitiveadvantagesofacompanyorindustryca

15、nbepursuedwiththreegenericstrategies:costleadershipstrategy,focusstrategy,anddifferentiationstrategy(Porter,1980;seefig3).Thecaseindicatesthatthemajorityofapplesinsupermarketandconveniencestoresareimported,anditisdifficultfortheBritishappletomeetthechangeinbuyingfashion.Hence,itisessentialfortheUKap

16、plemarkettoadoptdifferentiationstrategytoachievefurtherdevelopment.OneofthemainobjectivesofLSGistodifferentiateBritishapplefromimportedapplebylinkingcustom,culture,andlifestyletoBritishapples.AChieVedByBenefitSProblemsCostScaleEconomies.Buildentrybarriers.Sustainable?LeadershipOperationalPricewars.e

17、fficiency.SimpleDesignsFocusTarget(few)Concentrateefforts.Sectordecline.segments.SpecialiseDevelopexpertise.Growthlimits.DifferentiationBrandidentities.DistancefromSustainable一competitors.costs?Highperformanceinseveralactivities.Fig3:PorterjsgenericstrategiesTheresurgenceofinterestintraditionalcraft

18、cidercanbegreatlyattributedtotheeffortofLSG.SupportingthedifferentiationstrategyoftheUKappleindustry,LSGsuccessfullyhelpstraditionalorchardstoselltheirproductstosmallproducer.Bylimitingthemarkettosmallproducers,theUKapplemarketisalsoabletomakegooduseofBritishappletomeettheneedofthetargetcustomers.Ap

19、pleWeekAppleWeekisaninitiativethatorganizedbyLocalSourceGroup(LSG).Itistheannualcelebrationofapplelore.ThepurposeofthiscampaignistoconveymoreknowledgeaboutBritishappletocustomersanddevelopnetworkoffarmersmarkets.Atpresent,thedistributionchannelintheUKapplemarketisdominatedgreatlybysupermarketsandcon

20、veniencestores.Sincesupermarketsandconveniencestoresarecommittedtopromotingimportedapplesinordertomeetcustomerneeds,thedistributioncapabilityofBritishapplehasbeenlimited.Underthiscondition,thedevelopmentofnetworkoffarmersmarketsisextremelyimportantforthedevelopmentoftheUKappleindustry.4AppIeWeek,ist

21、heactivitythatorganizedtomeetthisneed.InlightofthegoalofLSG,AppleWeekalsoattemptstoinfluenceonconsumerperceptionandpreferences.Asthecaseindicates,AppleWeekhelpspeoplefromdifferentplacestofindthattheyarenotaloneinvaluingthelinkagebetweentheimpacthumansandnaturalnature,betweenfoodandtheland.Thissugges

22、tsthatAppleWeeknotonlyhelpstoincreasepeoplesenvironmentalawareness,butalsohelpspeopletoobtainsocialidentity.Inmarketingfield,socialidentityisanimportantconcept(BursonandGershoff,2022).Toputitsimply,socialidentitymakesconsumersproudandconfidentastheybelievethattheirbehavioursmakethemmoreacceptedbyoth

23、ersinthesamesocialclass.TheAppleWeekcontributestomakepeopleidentifythemselvesaspeoplewhoshowhighconcerninthelocalcultureandenvironmentalprotection.ThiswouldfurthercontributetothepromotionofBritishapple.RecommendationsThecurrentsituationoftheUKapplemarketisworrying.Asthecaseshows,morethan70%oftheappl

24、esthatconsumedintheUKareimportedfromothercountries.ThishurtsthesustainabledevelopmentoftheUKappleindustry.Moreimportantly,iforchardskeepdeclining,theenvironmentwouldbealsogreatlydestroyedasthehabitatforwildlifewouldberuined.Hence,itisessentialforthegovernmentandrelatedorganizationstopromotethesustai

25、nabledevelopmentoftheappleindustry.Herebelowaresomerecommendations:First,theattractivenessofAppleWeekshouldbeimproved.ItcanbeseenfromthecasethatAppleWeekisaneffectiveactivitytoinfluenceconsumersintheUKapplemarket,buttheinterestinthisactivityhasdropsignificantlyoverthelastdecade.ItisrecommendedthatAp

26、pleWeekshouldbechangedintoatradefairforlocalBritishappletoexpandthedistributionchannel.Second,itisrecommendedthattheUKappleindustryshouldimprovethedifferentiatestrategytoseekitsmarketposition.ThequalityofBritishappleishigh.ItisappropriatefortheBritishappleindustrytodevelopgoodbrandidentitiestodiffer

27、entiatefromimportedapples.Moreover,brandingcanalsocontributetothedevelopmentofexportsofBritishapples.ItissuggestedthatBritishappleshouldbepositionedashigh-endbrand.Asaconsequence,revenueoftheUKapplemarketcanbesignificantlyincreased.ReferencesBurson,K.AandGershoff,A.D(2022).Marketingactionsthatinflue

28、nceestimatesofothersalsoshapeidentity.JournalofConsumerPsychology,InPress,CorrectedProof,Availableonline16January2022.Diaz,R.,C.A.(2022).Theoriesofmarkets:Insightsfrommarketingandthesociologyofmarkets.TheMarketingReview12(1):61-77.Daly,J.,Gronow,S.,Jenkins,D.,&Plimmer,F.(2003).Consumerbehaviorinthev

29、aluationofresidentialproperty:AcomparativestudyintheUK,IrelandandAustralia.JournalofPropertyManagement,295-314.Frumkin,P.,(2005).OnBeingNon-profit:AConceptualPrimer.HarvardUniversityPress.Porter,M.E.(1980).CompetitiveStrategy.FreePress.Montossi,F.,Font-i-Furnols,M.,etal(2022).Sustainablesheepproductionandconsumerpreferencetrends:Compatibilities,contradictions,andunresolveddilemmas.MeatScience,95(4),772-789.