SEMINAR ON "OPPORTUNITIES TO INCREASE TROPICAL FRUITS EXPORTS IN EUROPE" 13 AUGUST 2008 For Malaysian Agricultural Horticultural and Agrotourism (MAHA) 2008, MAEPS Serdang Exploring the Market Potential of Fruits in Europe: Key Lessons for Malaysian Tropical Fruits Exporters. Excerpt from A FAMA-UKM research consultancy project entitled “An Assessment of Market Potential of Selected Tropical Fruits in the Netherlands” By Research Team from UKM Prof. Dr. Mohd. Fauzi bin Mohd. Jani, Prof. Dr. Aliah Hanim bt Mohd. Salleh, Dr. Tih Sio Hong, Dr. Azhar Hj Ahmad, Dr. Norjaya bt Mohd. Yasin, En. Mhd. Suhaimi Ahmad, En. Ahmad Khairy bin Mohd. Domil (Marketing & Service Management Research Group UKM)
OBJECTIVE OF STUDY To identify importers, distributors and retailers in the Netherlands that market tropical fruits. To identify the types of tropical fruits distributed and the preferred characteristics of these fruits among the channel members. To identify facilities in fruits distribution used by the channel members in distributing tropical fruits. To suggest a strategic action plan in order to increase the tropical fruits export to the Netherlands.
SCOPE OF STUDY Geographical scope: The Netherlands as the gateway to the European fruit market. This study focuses on the market potential of ten tropical fruits as listed below: Starfruit Dragon fruit Pineapple Rambutan Durian Pomelo Papaya Mango Mangosteen Jack Fruit
Discussion during FAMA-UKM workshop Hilton Hotel, Petaling Jaya, November 27, 2006 Interview sessions with the representatives of Solfruit (Fruit Logistica tradefair participant) Berlin, February 7, 2007
Warehouse site visits - Hispa Fruit’s Cold Room Feb. 13, 2007
Various Tropical Fruit Uses In Europe Eating Gifts Garnishing Table Deco
An Overview of the Marketing Distribution Channels for Tropical Fruits in the Netherlands Re-export End Consumers Importer/ Wholesaler/ Exporters (Retailer) Open market Large Scale Importer/ Wholesaler/ Exporter Retailer/ Wholesaler Large Scale Retailer Supermarket Retailer Distribution Center / Warehouse Indicator: Cross-Supply
Positioning Map for Selected Tropical Fruits in European Market High Mango, Papaya, Pineapple Potential Pummelo, Dragon Fruit Market Demand Star fruit Rambutan, Durian, Jackfruit, Mangoesteen Low Market Competition High Market Competition refers to number of competitors in market/intensity of competition Market Demand is the estimated level of demand by importers Positioning map is based on researchers observation of the market, interviews with industry players
KEY LESSONS FOR MALAYSIAN TROPICAL FRUITS EXPORTERS AND IMPLICATIONS Star fruit • Invest in market positioning & generate higher demand from importers • Concentrate effort on maintaining its current strength especially the positive association of star fruit and source from Malaysia • Leverage the familiarity of the fruit to create market niche among high-end market • Promote more usage of fruit. Not just for garnishing but promote it for daily consumption • Expand supply to meet the EU critical demand (timing & quantity)
KEY LESSONS FOR MALAYSIAN TROPICAL FRUITS EXPORTERS AND IMPLICATIONS Mango • Concentrate investments in positioning our mangoes for profitable segments (probably specialty stores, airlines, hotels, banquets e.g. by promoting Malaysian mangoes as tastier and tender). • Promote Malaysian mangoes for high-end market. (Avoid competing head-on in supermarket shelves based on price, e.g. with Indian mangoes)
KEY LESSONS FOR MALAYSIAN TROPICAL FRUITS EXPORTERS AND IMPLICATIONS Pineapple and Papaya • Challenge for market leadership by emphasizing the fruit quality • Build selectively on strengths. For example, Josephine for the sweeter taste • Reinforce vulnerable areas especially for papaya. Invest on R&D to improve the quality of fruit
KEY LESSONS FOR MALAYSIAN TROPICAL FRUITS EXPORTERS AND IMPLICATIONS Pummelo and Dragon fruit • Invest heavily in most attractive segments • Build-up ability to counter competition. Fruit size for pomelo need to be reduced as preferred by Europeans • Educate the target market to try dragon fruit
KEY LESSONS FOR MALAYSIAN TROPICAL FRUITS EXPORTERS AND IMPLICATIONS Durian and Rambutan • Can invest in pre-packed frozen durian for carefully targeted segments (e.g. via Oriental Market stores) • Promote rambutans in fresh fruit assortment ready to eat. Possible consideration in processed e.g. canned with syrup.
KEY LESSONS FOR MALAYSIAN TROPICAL FRUITS EXPORTERS AND IMPLICATIONS Jackfruit and Mangosteen • Increase awareness since they are presently seen as ‘exotic’ fruits • Invest in educating the consumers (converting non-users to users) • Jackfruit: pre-packed in ready-to-eat form • Mangosteen: fresh & potential processed food due to high perish ability • Good packaging to enhance their shelf life • Position the fruits for eating (emphasize the unique taste)
SUGGESTION FOR FUTURE RESEARCH • Consumer awareness of tropical fruits value and consumption • Study on close competitors’ marketing practices (e.g. packaging, branding, quality assurance, pricing) • Specific study on value-added tropical fruit products, for example processed fruits, pre-packed ready-to-eat fruits.
THANK YOU Any enquiries please contact: Professor Dr. Aliah Hanim M. Salleh Graduate School of Business Universiti Kebangsaan Malaysia (UKM) Tel : 03-89215761 Email : firstname.lastname@example.org Website : www.ukm.my/gsbukm