GROCERY RETAILING AND LATVIAN FOOD MARKETING ?· GROCERY RETAILING AND LATVIAN FOOD MARKETING CHAIN…

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<ul><li><p>GROCERY RETAILING ANDLATVIAN FOOD MARKETING</p><p>CHAIN</p><p>by</p><p>IngnaGulbe,Dr.oec</p><p>June,2004</p></li><li><p>Data:AgriculturalMarketPromotionCenter 2</p><p>SectorsintheLatvianfoodmarketingchainandflowofmaterialsinvalueterms,MLs</p></li><li><p>Data:CentralStatisticalBureau 3</p><p>Groceryandtotalretailturnover, MLs</p><p>0</p><p>1250</p><p>2500</p><p>1990 92 94 96 98 00 2002</p><p>Totalretailturnover</p><p>Food,beverages,tobacco</p></li><li><p>Data:CentralStatisticalBureau 4</p><p>Shareoffoodintotalexpenditures</p><p>5147</p><p>41 38 37 35</p><p>0</p><p>300</p><p>600</p><p>900</p><p>1200</p><p>96 97 98 99 00 02</p><p>MLs</p><p>0</p><p>20</p><p>40</p><p>60</p><p>%</p><p>Spendingsonfood Otherexpenses Shareoffood,%</p></li><li><p>Data:STCConsulting,CentralStatisticalBureau 5</p><p>Storesizes,expecteddevelopmentofretailconcepts</p><p>Hypermarkets</p><p>Supermarkets</p><p>Discounters</p><p>Otherstores</p><p>0</p><p>3000</p><p>6000</p><p>1999 2000 2001 2002</p><p>0</p><p>125</p><p>250</p><p>120-400 50-120 20-50</p><p>400</p></li><li><p>Data:AgriculturalMarketPromotionCenter 6</p><p>Purchasingcriteria</p><p>Introductoryperiod</p><p> trialperiod2-12weeks</p><p> demand</p><p> customerresponse</p><p> margins</p><p>Firststage</p><p> price</p><p> brand</p><p> supplycontinuity</p><p> quality</p><p> origin</p></li><li><p>Data:AgriculturalMarketPromotionCenter 7</p><p> listingfee,shelfspaceallowances,end-ofaisledisplayfees</p><p> termsofpayment,retrospectivediscounts</p><p> returnofunsoldunits</p><p> specialpromotionslike3for2deals</p><p> bulkpurchasediscounts</p><p> specialcontributionsatopenings,remodelings,extensions,</p><p>mergers</p><p> replacementofweaker20%ofbrandsuponaquarterly</p><p>performance</p><p>Concreteconditionsofsupplyrelationship</p></li><li><p>Data:BalticDataHouse 8</p><p>Atleastonshoppingperyear,%oftotalshoppers</p><p>1</p><p>1</p><p>1</p><p>24</p><p>40</p><p>48</p><p>83</p><p>86</p><p>87</p><p>Gasstation</p><p>Kiosk</p><p>Mobiletruck</p><p>Warehouse</p><p>Hypermarket</p><p>Shoppingcenter</p><p>Marketplace</p><p>Supermarket</p><p>Smallstore</p></li><li><p>Data:BalticDataHouse 9</p><p>Numberofshoppingsperyearinlargestretailnetworks,million</p><p>0.39</p><p>0.72</p><p>1.07</p><p>0.78</p><p>0.55</p><p>1.21</p><p>0.35</p><p>0.42</p><p>0.21</p><p>Nelda</p><p>Elvi</p><p>CityMarket-Supernetto</p><p>Mego</p><p>RIMI</p><p>Maxima-TMarket</p><p>Other</p><p>Supermarkets/conveniencestores Discounters</p></li><li><p>Data:BalticDataHouse 10</p><p>Mainreasonsinretailoutletselection,%oftotalshoppers</p><p>33</p><p>42</p><p>46</p><p>38</p><p>54</p><p>76</p><p>Bulkshopping</p><p>Wideassortment</p><p>Discountoffers</p><p>Freshproduce</p><p>Goodprice</p><p>Closenesstohome</p><p>Supermarkets</p><p>Smallstores</p><p>Marketplaces</p></li><li><p>Data:BalticDataHouse 11</p><p>Productvalueratings,%oftotalshoppers</p><p>29</p><p>32</p><p>38</p><p>46</p><p>46</p><p>55</p><p>89</p><p>Labellinginformation</p><p>Appearance</p><p>Producer,brand</p><p>Bestbefore</p><p>Countryoforigin</p><p>Price</p><p>Taste</p></li><li><p>Data:CentralStatisticalBureau 12</p><p>Breakdownofpercapitaexpendituresonfood2002,valueterms</p></li><li><p>Data:CentralStatisticalBureau 13</p><p>Levelofselfconsumption</p><p>0% 50% 100%</p><p>Vegetables</p><p>Fruits</p><p>Dairy</p><p>Eggs</p><p>Sugar,sweets</p><p>Fish</p><p>Meat</p><p>Oils,fats</p><p>Bakery</p><p>Purchased Self-consumed</p></li><li><p>14</p><p>Seriousproblemsinobtainingdataonfoodconvergenceareidentified</p><p>Farmsales</p><p> dataonvolumessoldthroughretailoutletsarenotcollected</p><p>Manufacturingoutput</p><p> only aggregatedataprovidedbyGovernmentalStatisticsareavailable</p><p> in somesectorswithhighconcentrationevenaggregatedataarenotavailablebecauseofconfidentiality,supportedbyLaw</p><p>Retailsales:</p><p> retail marketproductspecificinformationofferedbyafewcommercialcompaniesisveryexpensive</p><p> turnoverandsalesestimatesusuallydonotcorrectfirmsnon-foodsales</p><p> nodataareavailableonspecialiststoressalesinbakery,dairy,meat,fish,confectionerysegments</p><p>Dataandinformationissuesindeterminingtheperformanceofthefoodchain</p></li><li><p>15</p><p> lackofcommunicationandunderstandingbetweensectorsofthe</p><p>foodchain</p><p> fragmentedandinefficientfarmingsector</p><p> ratherfragmentedfoodprocessing</p><p> lowconsumerpurchasingpower</p><p> limiteddataoncoststructures andsalesvolumesnecessaryforin-</p><p>depthanalysisofthefoodchainperformance</p><p> growingimpactofcross-borderallianceswithingroceryretailing</p><p> limitedpossibilitiestoprotectdomesticagriculturalproduction</p><p>MainproblemslimitingthecompetitivenessoftheLatvianfoodmarketingchain</p></li><li><p>16</p><p> creatingofaconstructivedialoguebetweenpartnersinthefoodchain</p><p> bettercommunicationwiththeconsumers,includingmoretargetedmediacoverage</p><p> assistancetoproducers,betterequippingthemtomeettheneedsofthemajorplayersinthemarketquality</p><p>ProposalsforincreasingthecompetitivenessofLatvianfoodmarketing</p><p>chain MinistryofAgriculture</p><p> CooperationBoardofLatvian</p><p>AgriculturalAssociation</p><p> FederationofLatvianFood</p><p>Processors</p><p> TradersAssociation</p><p> LatvianStateInstituteof</p><p>AgrarianEconomics</p><p> MarketingCouncil</p><p>Parties involved</p></li></ul>

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