Marketing Strategy Analysis: Capilano Honey Limited

2550 Words May 8th, 2008 11 Pages

The sweet and savory spreads market in the last decade has undergone phenomenal changes due to varying economic, environmental and social conditions. Honey in particular, has been one spread that has gone through both prosperous and rough patches. Honey manufacturers and packers have used technological innovation to create a new market niche while strengthening their traditional markets with solid marketing schemes and planning.
This report is going to be focusing on the honey market and exporting/importing of honey. The various marketing opportunities associated be examined and an appropriate assessment will be given on the future of honey markets and whether any of the options analyzed have any viability.
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As a result there was still an overall growth in terms of total value (figure 4) and this lead to an increase in the market share in terms of value increase between 1994 and 2004 (figure 5). (Submission on…Australian bee Industry, pg: 67-75) When we consider these numbers and figures it would be good to remind ourselves that Capilano honey owns more than 50% of the market share and over 70% of honey sales. Therefore, these numbers and figures are a direct indication of the fluctuations in the fortunes of Capilano honey during these time frames. (Submission on…Australian bee Industry, pg: 67-75)
Figure 3: Figure 4:

Figure 5: International Markets: During the past decade the presence of bee diseases, droughts and other variable weather conditions has reduced the supply of bees worldwide. In the United States for example, the past few years have seen bush-fires, droughts, the killer mite (Varroa destructor) and the Colony Collapse Disorder wreck havoc with U.S. honey crops by destroying nearly two-thirds of their colonies. This has lead to a market opportunity for other countries to sell their honey to the U.S., which happens to be the largest consumer (and 3rd largest importer) of honey worldwide.

The bee & honey shortage in the U.S. wasn’t the only worldwide problem. There were increasing ramifications of tainted honey from China and this lead to changes in the Chinese
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