Abstract
To determine potential growth strategies for the German fresh potato market, production area, harvested quantities, producer prices and consumption values for the German potato market were examined using trend analysis. German potato harvests were stable over time due to improved growing techniques. Producer longterm prices stayed stable despite their periodic volatility. Overall production area and levels of fresh potato consumption are undergoing a sharp decline. Furthermore, there is a significant relation between total yield and producer prices as dependent variables. In order to compensate for the reduction in consumption, a framework was developed to change the commodity status of fresh potatoes into a differentiated product with new market potential. A consumer and product orientated market segmentation and analysis was applied to the fresh potato market to identify trends and future opportunities. Application of these new differentiated products will help stop the decline of fresh potato consumption by attracting new customers in urban and rural areas. In addition, these new markets are expected to reduce the producer price volatility.
Resumen
A fin de determinar estrategias potenciales de crecimiento para el Mercado alemán de papa fresca, área de producción, cantidades cosechadas, precios de los productores y valores de consumo para el mercado alemán de papa, se examinaron utilizando análisis de tendencias. Las cosechas alemanas de papa fueron estables en el tiempo debido a técnicas mejoradas del cultivo. Los precios a largo plazo del productor permanecieron estables a pesar de su volatilidad periódica. El área de producción en general y los niveles de consumo de papa fresca están atravesando por un descenso acentuado. Aún más, hay una relación significativa entre el rendimiento total y los precios al productor como variables dependientes. Para compensar por la reducción en el consumo, se desarrolló un marco de referencia para cambiar el estatus del producto de papa fresca a otro diferenciado con nuevo potencial de mercado. Se aplicó la segmentación y análisis del mercado orientada al consumidor y al mercado del producto como papa fresca para identificar tendencias y oportunidades a futuro. La aplicación de estos nuevos productos diferenciados ayudará a detener el descenso en el consumo de papa fresca mediante el ataque a nuevos consumidores en áreas urbanas y rurales. Además, se espera que estos nuevos mercados reduzcan la volatilidad de precios al productor.
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The authors thank Mr. Christoph Hambloch and AMI for help in providing and retrieving relevant data.
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Lange, F.D., Kawchuk, L.M. Growth Strategies for a Declining Market- the German Fresh Potato Market. Am. J. Potato Res. 91, 440–446 (2014). https://doi.org/10.1007/s12230-014-9367-y
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DOI: https://doi.org/10.1007/s12230-014-9367-y