The Jam Market in Austria 2008

CHAPTER 1: Executive Summary

To begin with, the aim of this project was to investigate the level of market penetration for a company that wishes to enter the marmalade/jam market in Austria. Thus, task involved the four project team members to have a better understanding of the structure of the market. In order to do so qualitative and quantitative research was carried out, by the usage of personal knowledge personal relations, and internet.

Moreover, the reader can find chapters presenting production figures and details of the ultimate holding companies, including: (Outcomes and Performance Measures; Activities/Technologies of the product; Current market share of the product; Overall goals of the product).

Here we come to realisation of the fact that the market is dominated primarily by one major company. Also, general background information is stated, including: economy, population, geography and climate of the country. For those who wish to understand what decision were being aided by which findings, and who are making these decisions, detailed information is found in the purpose of the report chapter. Within the over evaluation part and methodology, the reader can learn that the market is brand oriented with an increasing demand and market value. The given information is analyzed by team members through various meetings.

All of the information that has been collected and analysed has enabled the project team to develop approximate market penetration levels for this sector. To generate an overall market penetration figure for Austria, the results need to be combined with details of consumer purchases.

In conclusion, we state that the possibility of a company that wants to enter the Austrian marmalade/jam market would be a hard bargain. The company would not be able to achieve a major market share due to saturation of the market, the simplicity of the product and the fact that people have already got a wide range of high quality products. Even so, the penetration of the market could be achieved by factors as: (Brand new flavour in the jam market (process); Low price (price); Concentrate on a segment of people ex.: illness of sugar (product); Effort to inform consumers of the choices available to them (promotion).

CHAPTER 2: Purpose of the Report

The purpose of the report firstly is to give a wider vision and provide information about the jam and marmalade market in Austria. We collected data about the market share of the key players, the market size by value, both in terms of euro millions and thousand tonnes as well. We have analysed current market situation, key issues and key opportunities in maximizing sales. Secondly, besides these, our purpose was to present a comprehensive picture that is useful for a new company that wants to enter into this market, to be able to define its strengths and weaknesses, analysing opportunities and threats, and moreover supporting the business decisions, and determining the expectable returns on the market investments.

As a starting point of our research we were to give a brief overview on the background of Austria, involving the following key topics: population, geography, climate, economy and of course: cuisine. We were to find the close relationship between the buying habits and sales of marmalades and jams.

In our market research process we have used the methodology of basic (pure) research, discovering facts and figures of the economic environment and the particular market. We intended to expand the boundaries of knowledge itself; conducted to verify the acceptability of a theory. Additionally we have combined the elements of applied research as well, in order to get the most support for the market decisions from this research. We were to research both for the quantitative and qualitative aspects of the allocated market and presented the findings in the report.

CHAPTER 3: Key Players

In this chapter of the report we give a general description of the Top 7 companies. In our research we were focusing on the market position of the company and the leader product of the company. In our survey we realised that the largest shares the Hero has which is 54.9% and takes the company to the absolute leading position. On the second place we found Inzersdorfer with “only”