Within the speciality vegetable markets of Europe, the marketing strategies of use have largely concentrated on consistent quality and availability of produce, which has required the careful management by retailers of the supply chain in general and primary producers in particular. Although the markets for speciality vegetables have been growing, there is likely to be a simultaneous growth in suppliers and a slowing of growth in demand with the appearance of the characteristics of maturity. Extending this PLC theme, answers should demonstrate familiarity with the strategies for mature markets. Both analyser and defender strategies might be appropriate units with a leading, or at least profitable share of one of the segments in a mature market. Both are concerned with maintaining a strong share position in established product-markets.
Differentiated programmes require focusing on product and service quality.
The good answers will give examples of how these strategies might be used by the Brazilian growers of speciality vegetables. It should be noted that these objectives are part of integrated marketing wherein the business strategy, target market and positioning strategy for the product are all clearly defined. A relatively low price is set aimed at winning new customers and expanding the product-market as well as capturing as large a market share as possible. This strategy is most appropriate in growth or early maturity stages of the product life cycle, as in the case of the speciality growers above. Other examples include mobile telecommunications, laptop PCs and colour photocopiers.