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1、OLIVEOILCASESTUDYJohnRThomsonisaSeniorLecturerinMarketingattheNapierUniversityBusinessSchoolbasedinEdinburgh.RobertoMerinoisaGraduiateofNapierUnivesrityhavinggraduatedwithaBA(Honours)in2005.JohnRThomson?2007RobertoMerino?2007IntroductionTheSpanisholiveoilindustryproducesanaverageofeight
2、eenthousandtonsofoliveoilperyear,accordingtotheSpanishAssociationofExportersofOliveOil(Asoliva,2004).ItissuggestedthatSpainwastheworld’sfirstproducerofoliveoil.However,halfoftheproductionisexportedtoItalyinbulk.Historically,theSpanishhaveexportedtheirexcesscapacityinbulktointernationalb
3、uyerswhothenpackageandmarkettheproductthroughnormaldistributionchannels.Asaresult,ItalywasthefirstimporterofSpanisholiveoilinbulk.Throughdomesticpurchasemethods,ItalianenterprisesbuyandbottletheSpanisholiveoilinItalyandthereafterexporttheproducttointernationalmarketsusingtheirownchannel
4、sofdistribution,marketentrymethodsandbrandname.Descriptionoftheproduct:oliveoilOliveoilhasbeeninexistencesinceprehistorictimesandisknownasthegoldenliquidthatwasdiscoveredinregionsaroundtheMediterraneanbasin.PhoeniciansgrewolivetreesinSyriaandPalestineandlatertheGreeksplantedthecropthrou
5、ghoutcountriessurroundingtheMediterranean.ChristopherColumbusintroducedittoAmericaandthensometimeinthe18thcenturyCalifornianoliveoilwasproducedandmarketedasacommercialproduct.Currently,olivegrovescanalsobefoundinAfrica,JapanandChina(Asoliva,2004)12Thetermoliveoilrefersexclusivelytooilob
6、tainedfromthefruitoftheoliveoiltree.Itexcludesallotheroilsobtainedbyusingsolvents.The‘virginoil’categoryisreservedforoilproducedbyamechanicalprocessatatemperaturethatdoesnotdamageitsintrinsicproperties.Refinedoliveoilcorrespondstoaprocessedproductthatkeepsthesametriglycericstructure.Mix
7、ingoliveoilwithotherkindsofoiliscommonlypracticedinmaycountriestosuitthelocaltasteandpalate(Asoliva,2004).TheglobalindustryAlmostalltheWorld’sproductionofoliveoilcomesfromthecountrieslocatedintheSouthofEuropeoradjacenttotheMediterraneanSeaalthoughcountriessuchasArgentinaandAust
