The size of the market effect, shows that the export growth of that country, is owed to increases of destination market imports. The greatness of this effect indicates potential increase of exporting, if that country could maintain its obligation of destination imports.
The composition of the market effects, shows the country’s ability to focus on fast growing countries.
The commodity market effect, shows the export country’s income and price flexibility of demand for the products, that country exports.
The competitiveness effect, is different than the other three and reflects on the domestic factors of the exporting countries.
It is common knowlegde that the majority of the world’s olive oil is concentrated in Spain, Italy and Greece. Turkey and Tunisia follow in a very smaller scale. Since the 1980s new countries like Australia, Brazil, China, Chile and South Africa are participating in the olive growing. The olive oil production as the olive oil consumption are increasing.
Supply and demand creates competitiveness. Turkey and Tunisia have an advantadge in competitiveness in the USA, Canada, Australia, Brazil, Japan which are newer markets.
The international competition depends on domestic and external factors. Increasing and sustained markets result in success. Stable competitiveness depends on production and trade policies.
A key factor to an increasing market share in the new markets, is winning and maintaining a production of quality. Cultivation techniques should be improved for the achivement of a better quality of olive oil production. Exporting olive oil in bulk results in value loss.
To establish a place in the exporting markets, a country should focus on branded and packaged product, also the participation in international fairs and organizations, improves a country’s image in the market place. In addition an olive oil council should be established nationally, for gaining competitiveness in the world market.
Every olive oil producing country should and must improve its image as a producer and an exporter. All the participants in the European Union’s olive oil sector, producers, consumers, exporters and importers are making a very effective image in the international olive oil markets.
There is a lot of competition in the olive oil market and the future of the world market depends on the evolution of the demand.