Marketing Olive Oil

Abstract

The purpose of this paper is to examine the issues related to the production of olive oil, by the Greek company Elais, and the marketing practices implemented by the company. Thus, the product, its target market and competition are examined, a SWOT analysis is performed and the marketing mix is presented. To gain an initial understanding of the marketing practices employed by the company the case study method was applied, since its fundamental characteristic is the “focus on a particular setting or event”. The findings showed that the company has a leading position in the market because it offers high quality products in good prices. It has modern technological equipment and an efficient distribution system. The company is regularly conducting market researches to identify customers’ needs and develops new products. In addition, it has intense promotional activities. This paper can add to the present pool of knowledge in olive oil sector, since it is one of the few that have provided an important insight in the production and marketing of olive oil in the Greek market. The results of the study support the findings of other studies mentioned in the literature and they can be of definite interest and potential value to managers in this sector.