| dc.description.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. | en_US |
