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

Author

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  • Meyer, Nicolas G.
  • Breitenbach, Marthinus C.

Abstract

This paper uses one of four possible areas of strategic market research, namely Trademaps , 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.

Suggested Citation

  • Meyer, Nicolas G. & Breitenbach, Marthinus C., 2004. "The market potential of the South African apple industry: Strategies and options," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 43(1), pages 1-16, March.
    • Handle: RePEc:ags:agreko:9474
    DOI: 10.22004/ag.econ.9474
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    Cited by:

    1. Zereyesus, Yacob Abrehe, 2003. "Chain Management And Marketing Performance Of The Banana Industry In Eritrea," Master's Degree Theses 28060, University of the Free State, Department of Agricultural Economics.
    2. Margareet Visser & Matthew Alford, 2024. "Governance and Power Across Intersecting Value Chains: The Case of South African Apples," Journal of Business Ethics, Springer, vol. 189(1), pages 69-86, January.
    3. Mawasha, Joseph Leshasha, 2020. "An assessment of South Africa’s non-genetically modified maize export potential," Research Theses 334758, Collaborative Masters Program in Agricultural and Applied Economics.

    More about this item

    Keywords

    Crop Production/Industries;

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