The market potential of the South African apple industry : strategies and options

Meyer, Nicolaas G.; Breitenbach, M.C. (Marthinus)

dc.contributor.author	Meyer, Nicolaas G.
dc.contributor.author	Breitenbach, M.C. (Marthinus)
dc.date.accessioned	2007-09-18T09:32:32Z
dc.date.available	2007-09-18T09:32:32Z
dc.date.issued	2004-03
dc.description.abstract	This paper uses one of four possible areas of strategic market research, namely Trademaps2, to analyse the South African market potential for deciduous fruit. It isolates the apple industry to illustrate the application of Trademaps. An overview of the export performance within the apple industry is given. Export Trademaps are then utilised to analyse the trade flows and the market potential of South African apples on the world market. The Trademaps generated are based on trade data for the years 1995 to 1999 as reported by nearly 100 trading nations in the COMTRADE database of the United Nations Statistical Division. Possible strategies and options are suggested, given the results of the Trademap analysis. It is concluded that this analysis demonstrates the usefulness of Trademaps as a research tool to provide market information on new and existing markets.	en
dc.format.extent	665660 bytes
dc.format.mimetype	application/pdf
dc.identifier.citation	Meyer, NG & Breitenbach, MC 2004, 'The market potential of the South African apple industry : strategies and options', Agrekon, vol. 43, no. 1, pp. 22-37. [http://www.aeasa.org.za]	en
dc.identifier.issn	0303-1853
dc.identifier.uri	http://hdl.handle.net/2263/3500
dc.language.iso	en	en
dc.publisher	Agricultural Economics Association of South Africa	en
dc.rights	Agricultural Economics Association of South Africa	en
dc.subject	South African market potential	en
dc.subject	Deciduous fruit	en
dc.subject	South African apple industry	en
dc.subject	Trademaps	en
dc.subject	Export performance	en
dc.subject.lcsh	Apple industry -- South Africa
dc.subject.lcsh	Marketing research -- South Africa
dc.title	The market potential of the South African apple industry : strategies and options	en
dc.type	Article	en