MARKETING OF TURKISH OLIVE OIL TO THE UK

MBA, INTERNATIONAL MARKETING

SUBMITTED TO DR. MIKE KEARSLEY BY MELEK ISLEK 11.04.2011

TABLE OF CONTENTS Page ABSTRACT 3 1. INTERNATIONAL MARKETING OF TURKISH OLIVE OIL 4 1.1 Introduction....................................................................................................4 1.2. General information and literature review 4 1.2.1 Olive Oil 4 1.2.1.1 A Mysthical History.................................................................................4 1.2.1.2 Types of Olive …show more content…

Ordinary Virgin Olive Oil: Virgin olive oil with a good taste and acceptable aroma, whose acidity does not exceed 3.3% Lampante Virgin Olive Oil: Virgin olive oil with an acidity of more than 3.3% and/or whose organoleptic characteristics have defects. Not fit for direct consumption. Always refined. Refined Olive Oil This is obtained by refining virgin olive oils which have a high acidity and oleic acid acidity may not exceed 0.3% Olive Oil This is a mixture of refined olive oil and virgin olive oil. Its acidity may not exceed 1.5% Olive-Pomace Oil It is made of the oil extracted from olive pomace using solvents, which is then refined and blended with virgin olive oil. In no case may the degree of acidity exceed 1.5% (http://www.explorecrete.com/nature/olive-oil-types.html). * the ancient name of the olive tree 1.2.1.3 International Marketing of Turkish Olive Oil The world market dynamics and growing competitiveness in olive oil lead us to know the future of Turkish olive oil performance on the international markets. The major producer of olive oil in the world is the European Union (EU), and it produces the 80 per cent and consumes the 70 per cent of the total olive oil world production (European Commission, 2007). Italy and Spain are the major producers and they can influence the prices of olive oil, for example in 2005, dry weather in South Spain resulted in the reduction of production and the consequent