What are possible growth strategies the Norwegian apple industry can adopt to increase sales of Norwegian apples

Abstract

This master thesis explores the decrease in consume of Norwegian apples and investigates alternative strategies to boost growth by increasing sales. Through a comprehensive case study, we aimed to identify potential avenues for increasing market share. Our findings suggest that the Norwegian apple industry can benefit from shifting its focus towards cider production, considering the lower costs, growing consumer interest, and stronger competitive advantage within the cider segment compared to regular apples found in grocery stores.

The study begins with an analysis of the current market situation. Subsequently, we present relevant literature on the area that we use to get a deeper understanding of the challenges and opportunities in the industry. We then conducted a case study of selected actors in the value chain, using interviews as our primary data.

The research revealed that cider production offers several advantages over traditional apple sales. First, the cost of cider production is lower compared to the expenses associated with cultivating and marketing consume apples. This cost reduction can potentially improve profit margins for apple growers. Furthermore, consumer interest in cider has been steadily increasing and by capitalizing on this trend, Norwegian apple producers can tap into a broader consumer base and potentially expand their market reach. Based on these findings, we recommend that Norwegian apple producers strategically shift their focus towards cider production to reap the benefits of a competitive and potentially profitable product.