Apple 英国市场分析.docx

UKAppleMarketIngeneral,therearethreecomponentstoformamarket:buyer,seller,andcommodity.Itistheplaceinwhichsellingandbuyingoccurs.IntheBritishApplemarket,applegrowersaretheoriginalsellers,andconsumersarethebuyersinthemarket.Inthismarket,applesaretradedbetweenthebuyersandthesellers.Applegrowerssellapplestoconsumersthroughthemarket.Inmarketingperspective,marketcanberecognizedastplace,(distributionchannel),whichisakeycomponentof4Psmarketingmix(Diaz,2022).Distributionchannelcanbedividedintodifferenttypes,andparticipantsindifferenttypesofdistributionchannelvarygreatly(seefig1below).TheBritishapplemarketcanbeclassifiedunderthedistributionchannelsellingthroughretailers.SupermarketssuchasTescoandSainsbury,saretheretailersinthedistributionchannel.SellingDirectlytoConsumersFig1:TypesofdistributionchannelConSIImerPreferenCeinUKAPPleMarketConsumerpreferenceisakeyconceptinmarketingpractice.Itinvolvesintheselectionofproductsandservicesbyconsumersaccordingtotheirperceptionsofthebenefitsthatprovidedbytheproductsandservices(Dalyetal,2003).Itexplainshowcustomersrankproductsorservicesandwhytheypreferacertainproductoverothers(Montossietal,2022).Consumerpreferencecanbeusedasamaincriterioninsegmentation.Theunderstandingofconsumerpreferenceallowsmarketerstomakesurethatthevaluepropositionmeetscustomerneeds.IntheUKappleindustry,thefailuretomeetthechangeinbuyingfashionisamainproblemthatlimitstheattractivenessofBritishapplesforconsumers.TheconsumerpreferenceintheUKappleindustryliesinthedemandofshiny,firmapplewhichsmellgreat,withnospots,bruising,orblemishes.ThevalueofBritishapplefocusesondiversityandflavour.However,thepromotionofconveniencestoresandsupermarketsintheUKismainlyarrangedtomeetthecustomerneedofIorry-Ioadsofthesameproduct,weekin,weekoutthatdrivenbythefastpacelife.TheBritishvarietiesofapplefailtomeetthisneed.ThishasbecomeakeychallengeforthedevelopmentofUKappleindustry.Thegrowthofappledependsgreatlyonclimateandlandscape.Hence,applefromdifferentcountriesvarysignificantlyintermsoftaste,varieties,size,production,andevennutritionalingredient.Inmarketingpractice,differentfeaturesofapplesareoftenusedasthesellingpoints.Sinceproductionofapplecanbeaffectedbyclimate,itisoftennecessaryforretailerstostockcertaintypesofapples.Moreover,longtransportationcanalsomakestockofcertaintypesofapplenecessaryinordertoconstantlymeetconsumerneeds.Thechangesofconsumerpreferenceaddpressureontheproductionofapplesbyapplegrowers.Applegrowersarerequiredtoincreasetheproductionofappletomeetcustomerneeds,butthisisdifficulttobeachievedlimitedbythevarietiesandlandscape.ThisisalsothemainreasonwhyimportedapplesarepopularintheUK.LSGintheappleindustryLocalSourceGroup(LSG)isasmallnot-for-profitcompany.Thisorganizationdoesnotinvolveinthetransactionofappleandneverwill.Non-for-profitorganizationisdefinedastheorganizationthatusessurplusrevenuestoachieveitsmissionratherthanreturningthemtodirectorsorinvestors(Frumkin,2005).ThisgroupmakesefforttoprovidesupportforthesustainabledevelopmentofUKappleindustry.ThisisalsothemissionofLSG.IttakestheBritishappleasthesymboloflocalattractivenessandattemptstore-awakenBritishpeopletotheirlinkagewiththecountryside.Inotherwords,thegoalofthisgroupistoinfluencethepreferencesofconsumersintheUKtopromotethedevelopmentoftheapplemarket.Tosomeextents,consumersintheapplemarketarethe'buyers'ofLSG.ThegoalofthisgroupcanbeachievedonlytheconsumersintheUKapplemarketacceptthevalueandbeliefthatitcommunicates.WhatLSGsellsisthesymbolofBritishappleinordertohelpapplegrowerstobuildthebrandofBritishapple.Asfig2belowshows,signsandsymbolsformamaindimensionofabrand.LSGprovidessupportingservicesforthemarketingandbrandingoftheBritishapple.Fig2:DimensionsofabrandAsamatteroffact,LSGtoacertainextentservesasanadvertisingagentintheUKappleindustry.ThecaseindicatesthatthisgroupislargelyfundedthroughgrantsfromboththeFruitGrowerstradeassociationandGovernment.Moreover,italsoreceivessponsorshipfromprivatecompanies.PropagandaaboutthesymbolandimageofBritishappleandrelatedservicesareexchangedbythisgroup.RevenuethatgeneratedbythisgroupsareusedtoconductedactivitiestosupportthedevelopmentofUKapplemarket,suchasthe,AppleWeek1.AccordingtoPorter,sGenericStrategies,competitiveadvantagesofacompanyorindustrycanbepursuedwiththreegenericstrategies:costleadershipstrategy,focusstrategy,anddifferentiationstrategy(Porter,1980;seefig3).Thecaseindicatesthatthemajorityofapplesinsupermarketandconveniencestoresareimported,anditisdifficultfortheBritishappletomeetthechangeinbuyingfashion.Hence,itisessentialfortheUKapplemarkettoadoptdifferentiationstrategytoachievefurtherdevelopment.OneofthemainobjectivesofLSGistodifferentiateBritishapplefromimportedapplebylinkingcustom,culture,andlifestyletoBritishapples.AChieVedByBenefitSProblemsCostScaleEconomies.Buildentrybarriers.Sustainable?LeadershipOperationalPricewars.efficiency.SimpleDesignsFocusTarget(few)Concentrateefforts.Sectordecline.segments.Speciali