Volume 1 , Disember 2008

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1. Exploratory Study in Assessing The Market Potential and Distribution Network of Selected Tropical Fruits in Europe

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Author(s): Norjaya Mohd Yasin, Mhd Suhaimi Ahmad, Norzalita Abd Aziz and Ahmad Khairy Ahmad Domil
Keywords: Market potential, industry survey, tropical fruits, distribution channel, European market.

Abstract: This is an exploratory study that aims at assessing the market potential of selected tropical fruits in Europe. Specifically, this study attempts to identify the distribution network and to determine the competitiveness of Malaysian tropical fruits in the European market. Through purposive sampling, 100 interviews were conducted on the industry players comprising of importers, wholesalers, retailers, and distributors in the Netherlands, which serves as a gateway to the European market. The study shows that the channel members include large-scale importers, wholesalers, and exporters, as well as large and small-scale retailers, who are the main players in fruits and vegetables distribution in the Netherlands as well as European markets. Results also indicate that there is a great potential for Malaysian tropical fruits particularly carambola, pomelo and dragon fruit due to low market competition. However, it is pertinent that these fruits be marketed in the premium market to reap premium earnings by supplying niche segments of the market. Although fruits such as pineapple, mango and papaya are highly demanded, competition is stiff. Despite low competition, durian, mangosteen, jackfruit and rambutan have less potential since market demand is low and the fruits are less attractive among the Europeans. Marketers of tropical fruits for European market should become more proactive in developing new fresh fruit products and build on the intrinsic strengths of fresh produce- namely freshness, associations with health, nutrition and light taste that is consistent with modern lifestyle.

2. Exploring Market Potential of Malaysian Tropical Fruits in Japan: Assessment of Market Accessibility and Consumers’ Acceptance 

Author(s): Faridah Hj.Hassan, Rosidah Musa, Jamaliah Mohd Yusof and Jamaluddin Yahaya
Keywords: Export marketing, consumer behavior, tropical fruits, Malaysian fruits, Japanese consumers, Japanese market, mango, market accessibility.

Abstract:  Although the world market for tropical fruits is growing, Malaysia’s share in the overall international fruit trade is relatively insignificant. It has been reported that the market demand for fresh tropical fruits in Japan is increasing, and hence, there are great prospects for the development of such fresh fruit market in Japan. Exporting fresh fruits to Japan is considered very challenging but presents an outstanding opportunity for enterprising exporters. Hence, it is timely for Malaysia to examine the export potential for its fresh tropical fruits to the Japanese market. This study explores the market potential for Malaysian fresh tropical fruits in Japan. Specifically, the study aims to provide insight into the legal regulations and administrative procedures of exporting fresh fruits to Japan, to examine the distribution system for imported fresh fruits, to assess the awareness level, attitude, taste preference, and acceptance of Malaysian fruits among Japanese consumers, and to ascertain the potential supply of Malaysian fruits to Japan. Research methodologies adopted comprise personal interviews, customer surveys, field visits, analysis of official documents and accessing relevant websites to gather current and pertinent information. The study reveals that mango has the highest potential among the tropical fruits to be marketed in Japan. Recommendations proposed to facilitate Malaysia’s entry into the fruit market in Japan include strategies related to production, logistics/supply chain management, regulations and product.