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Marketing Audit
External audit
Political
Germany has become the largest country in Europe since the unification in 10 which brought about 16 million new consumers in the former German Democratic Republic.
Custom Essays on sail boatclub markeingt comunication plan
German imports of fresh avocado from non-EU sources have. One reason for this is that Germany now imports 4.6 and 18.0 percent, respectively, of its avocados from France and the Netherlands, which are re-exporting non-EU product
There are no regulations in the Federal Republic of Germany which bind foreign suppliers to a specific distribution channel.
Whether goods cleared by customs, for example foodstuffs, can be offered or sold in Germany depends on the regulations of the German foodstuffs law.
Import Turnover Tax is normally charged on imports into the Federal Republic of Germany. The rate of tax for agricultural products is set at 7 per cent of the customs value.
Quality standards
The EU has agreed on a set of common standards for a range of fresh horticultural produce. They establish a specification for the commodity, and provide a simple classification based on quality and size.
As a minimum requirement all produce must be
• intact
• sound
• clean
• sufficiently developed or ripe.
packaging
Germany, one of the most environmentally sensitive members of the Community, was the first country in the world to enact legislation affecting packaging, which was introduced progressively from 11 to 1. The distribution and processing industries have had to develop new systems for either re-using packaging or re-cycling the packing material. Imported products fall under the same legislation.
Economic
Germany consumers place particular importance on price
GDP US$,040 billion
GDP per head US$4,00
Annual growth .7%
Inflation 1%
Social
The European consumer has become very discerning and requires high quality fruits and vegetables. The main trends which have contributed towards the increased consumption of fruits and vegetables are foreign travel, the need for a healthy nutritious diet, greater affluence, and a willingness by consumers to try new and exotic products.
media.
People have a choice of many different and competing media. More than 0 radio programs are produced in Germany; over 0 television channels can be received by the average household, 78 percent of the population read a newspaper every day for an average of 0 minutes Only about one percent of the population are not reached by the media at all. The great majority regularly use at least two media.
Tecnology
. In addition, greater product mobility (transport, specialised storage and handling facilities etc.) has increased consumer accessibility to a wider range of products such as exotic and off-season products. This has led to anew class of consumer with more sophisticated tastes and requirements, to which importers pay particular attention.
Israel is a natural greenhouse. But along with many advantages of its hot sunny climate are a host of difficulties that begin as soon as the fruit or vegetable is detached from the plant and end only when it arrives at market. To stay fresh and crisp over the thousands of kilometres it travels, the produce has to be kept at the right temperature along the entire route, in an unbroken cooling chain. It is picked and packed in the cool early morning hours, promptly loaded onto refrigerator trucks, and kept under refrigeration in the warehouses, ships, planes and trains as well.
Electronic testing systems
Product audit / Competitor analysis.
The liberalisation of trade in the community has had its effect on the structure of retailing in many states.
There has been a general shift of power from producers and suppliers of goods to retailers. In most countries, the small independent retailers are in general decline.
In Germany, France, the Netherlands and the UK the big supermarket chains now completely dominate the food retailing sector with market shares of over 50%. In Germany, buying groups and voluntary chains are far more important, West Germany the local food specialist remains important.
Product audit.
Applying science
Through unrelenting R & D, Agrexco searches out and develops optimal methods for cooling, storing, packing and shipping every one of its products. The end products are better tasting fruit and vegetables with longer shelf life, at lower costs to the consumer and higher returns to the grower. For example, for avocados, a series of experiments has reduced the spoilage rate from a hefty 10%, due to them being kept at optional temperature, humidity and ventilation levels.
Transport
Every year about 500,000 pallets of Carmel products, totalling over 50,000 tons, leave Israel by sea or air.
During the main export season, Agrexco has four refrigerator ships, , as well as a support service of ventilated liners. The Agrexco terminal at Ben Gurion is able to store a large range of produce in. Boasting an expert staff, the terminal has been equipped with the latest in sophisticated refrigeration, conveyor and computer system to ensure that the fresh produce reaches its destination in the shortest time and best possible condition. The need to transport perishable goods and to keep them in peak condition over very long distances has made transportation Agrexcos largest single expense,
Quality control
Carmel products are under constant quality control, from planting through picking, packing and delivery. All along the way, the products are repeatedly and meticulously inspected for export suitability according to international criteria. Agrexco inspectors look for qualities of taste and appearance above and beyond the minimum required. Growers receive bonuses in accordance with earned quality points, the practice serves as a powerful incentive for the farmer to produce superior goods.
Packaging
The annual packaging budget amounts to approximately $15 million. The packing department is highly respected at home and abroad. It has been honoured with the Kaplan prize for developing effective packaging which results in significant savings.
Supply
Most of Agrexcos activities are carried out by its local divisions and overseas branches, but for maximum efficiency and operational flexibility subsidiaries and overseas agents provide many vital services
Reputation
Carmel. The name is practically synonymous with quality and taste in fresh agricultural produce. today, Carmel products grace supermarkets shelves throughout Europe and North America, and Agrexco is one of the largest and best known agricultural export companies in the world.
Among the mainstay of Carmels strength on the international market are the sheer variety and quantity of its produce. To attain such concentrations, growers were pooled, maximal product uniformity encouraged, and a strict system of quality control implemented. To Agrexcos credit, Israeli agricultural produce has steadily improved in quality and scope, increasingly penetrating new foreign markets while providing ever better service to long standing customers and friends.
One of Agrexcos major assets is the excellent working relationships it has developed with the importers and wholesalers, and especially with the large supermarket chains.
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