jerryking + asda   2

Market Trends and Retailers’ Strategies in Fresh Produce
26-27 April 2007 | Dr. Marian Garcia, Kent Business School, University of Kent.

Suppliers of fresh produce are less able to differentiate their products at the consumer level
==> They are in a weak bargaining position as price differentiation is almost the only available strategy.

Impact on Fresh Produce Suppliers
* Despite increasing rationalization of the supply base, retailers are still able to switch volumes between suppliers of fresh produce.
* As a result, suppliers of fresh produce are often forced to accept low prices in order to get volume growth, which does little to improve their immediate and long-term financial performance.
* In response to consumer trends and marketing demands, innovative growers of fresh produce have increased their cooperation and involvement with buyers and other members of the supply chain to ensure their produce meet consumer expectations.
* Closer relationships between the various members in the supply chain, ensure information is shared and can be used to improve the competitive position of all members in that supply chain.
fresh_produce  marketing  trends  consolidation  information_flows  grocery  supermarkets  OPMA  strategies  retailers  Tesco  Sainsbury's  ASDA  supply_chains  private_labels  relationships 
january 2014 by jerryking

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