Introduction

This report is about to study the sector analysis between Norway and Austria for
fresh pineapple fruit.

1.1Background Information
I am the employed at an international fresh fruit and vegetable trading company.
Our company supplies fresh fruits and vegetables to supermarkets in all around the
world. Now we want to enter in new market and this report is the result of analysis
between two countries for fresh pineapple.
Pineapple is a fresh fruit having more nutrient value. Pineapple is a small, low-lying,
spreading shrub. It bears small white flowers which eventually develop into small
conical, light green, immature fruits. They turn red up on maturity with each berry
featuring red pulp with tiny, yellow color seeds piercing through its surface from
inside

1.2 Objectives
1. To examine the current market situation for fresh pineapples in Norway and
Austrian market.
2. To recommend the best market for pineapple to enter in it.

1.3 Questions
1. How does the market for pineapple look in Norway and Austria?
2. Which market has more potential to enter in it?

1.4 Structure of Report

The Next part of the report consist of methodology. Methodology can give the
information of which tools used for analysis and what are the importance of
different analysis. After methodology, the further part is sector analysis. In sector
analysis I will explain the PEST model and Porters 5 Forces analysis of Norway
market and Austrian market. Further part of the report consists of conclusion and
recommendation about analysis from PEST model and Porters 5 Forces analysis.

Methodology
In this part of the report, I give information of which tools carried out for sector
analysis between Norway and Austria.

PEST analysis.
It is very important tools for knowing the external market research. It is
important for studying the Political, Economic, Social and Technological
situation of targeted countries.

Porters 5 Forces model

Porters 5 Forces model is necessary for studying the current market
attractiveness of the targeted countries.

For sector analysis, most of the information i got from internet. I visited to many
websites on Google search engine.

Worldwide Flow
In this chapter, I mentioned the top ten pineapple producing, exporting and
importing countries. It is important for the analysis.
Top Ten Pineapple Producing Countries1

1 http://www.perfectinsider.com/top-10-pineapple-producing-countries-in-the-world/

Rank

Country

Production (thousand metric tonnes)

1.

Philippines

2210

2.

Thailand

1900

3.

Costa Rica

1880

4.

Indonesia

1565

5.

Chile

1480

6.

Brazil

1475

7.

India

1345

8.

Nigeria

900

9.

Mexico

695

10.

Vietnam

470

Table 1.1 top ten production counties

In above table, we can see the top ten pineapple producing countries. Philippines is
a leading country in the world.
Top Ten Pineapple Exporting Countries.

1. Below are the 15 countries that exported the highest dollar value worth of pineapples
during 2015:
Rank
1

Country

Total pineapples exports

Costa Rica

US$821.9 million (47.9% of

total pineapples exports)

Netherlands

$193.5 million (11.3%)

Belgium

$108.1 million (6.3%)

Philippines

$105.4 million (6.1%)

$103 million (6%)

2
3
4
5

United States
6

Mexico

$36.2 million (2.1%)

$36.1 million (2.1%)

Honduras
8

$35 million (2%)

Ghana

$32 million (1.9%)

Ecuador
Taiwan

10
$26.4 million (1.5%)
Table 1.2 top ten exporter of pineapple (Source- FAOSTAT,)

Top ten pineapple importing countries

The Top 5 Countries that Import the Most Pineapples
Country
Pineapple Imports
Pineapple Imports
2008
2004
1
2
3
4
5

United
States
Belgium
Netherland
s
Germany
Italy

Percent
Change

(metric tonnes)
713,584 m/t

(metric tonnes)
513,760 m/t

+ 38.89 %

309,156 m/t
228,079 m/t

213,551 m/t
61,162 m/t

+ 44.76 %
+ 272.91 %

173,060 m/t
149,255 m/t

87,504 m/t
99,519 m/t

+ 97.77 %
+ 49.97 %

Table 1.3 top ten pineapple importers (source FAOSTAT, 2016)

SeasonabilityAustralia
Brazil
Cameroon
Colombia
Costa Rica
Cote d 'Ivoire
Dominica
Ghana
India
Mexico
Nigeria
South Africa
2

All year
All year
All year
All year
All year
All year
All year
All year
All year
All year
October December
All year

Table- pineappleproducing countries and harvesting season

PriceThe price of the fresh pineapple is from euro/kg to euro/kg.

The price depend upon the fruit size, quality and the varieties.

Sector Analysis
In this chapter of the report, we can see the sector analysis between Norway and
Austria for fresh pineapple market.

Austria

Austria is a part of European union group as well as EEA. The county is

situated at the central Europe.
The total area of the country is 83,871 Sq. km
The population of the country is about 8,711,770. Austrians are 91%, former
Yugoslavs 4% and others are 5%3.

2 http://www.frutas-hortalizas.com/Frutas/Disponibilidad-Pina.html
3 https://www.cia.gov/library/publications/the-world-factbook/geos/au.html

Most of the peoples speaking German language. Other languages are

Turkish, Serbian etc.
65% population living in urban area and 35% in rural area.

PEST Analysis
Factor

Norway

Austria

Political

Economic

Social

Technologi
cal

Is a Part of European union

and also part of EEA
Free trade between EU and
EEA
Sale tax is 20%. VAT
reduced rate 6%, 10%4.
More trade barriers for nonEuropean countries to
enter.
++
GDP- $ 374 (2015)
GDP per capita- $ 47668. 5
GDP growth rate- 0.4%
Unemployment rate- 8.2%

Well developed country

Price in an important factor in
consumer choice6.
Austrian consumer place in
item is the precious of use
and efficiency.
Urban population is 65%
+Good transportation facilities.
No seaway but 6 airport in
country.
Well connected to world
through internet and other

4 https://www.dutycalculator.com/sales_tax_rates_by_country/
5 http://www.tradingeconomics.com/austria/indicators
6 https://en.portal.santandertrade.com/analyse-markets/austria/reaching-theconsumers

digital media.

++

Porters 5 Forces model

In this chapter we can see the standard market attractiveness and the competition.
This tool is very important for to understanding the market situation and scope.

Factor
Bargainin
g power of
supplier

Norway

Austria

Bargainin
g power of
Buyer

Threats of
new
Entrants

Threats of
substitute
product

Rivalry
among the
competito

Due to more production of

strawberries in the world, the
bargaining power of suppliers
is low.
(see production flow)

++
13 main retailer7.
More number of retailer as
compared to Norway means
bargaining power is quite
low.

++
Free trade between EU and
EEA
Less trade barriers as
compared to Norway
Threats of new entrants is
quite low
+All berries and fresh fruit are
the substitute products
Threats of substitute product
is high
-There are 17 strawberry fruit
traders already existing in
market8.

7 http://www.retail-index.com/HomeSearch/RetailIndexSearchresults.aspx

rs

More competition

-Conclusion
According to Porters five forces analysis, the supplier power is low for both
countries. The little-bit change in bargaining power of buyer. Norway has more trade
barrier than the Austria. Both countries has high treats of substitute product. The
Norwegian market has low competition as compared to Austrian market.

Opportunities and Threats

Opportunities

Threats

Austria
Part of EU.
High demand in market.
More population and
good income of the
peoples
Substitute product.
More competition

8 http://www.fruits1.com/pineapple-traders/austria.html