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.efficiency.SimpleDesignsFocusTarget(few)Concentrateefforts.Sectordecline.segments.Speciali