Abstract:

The objective of this study is identifying what kind of marketing strategies have been used by the olive oil producer companies located in Balıkesir-Edremit region for coping with the global fi nancial crisis. The study also aims to examine marketing related problems of these companies and to offer solutions to those problems. The study comprises a fi eld research on olive oil producer companies functioning in the region. A list of the companies (and their contact information) was acquired from the Chamber of Trade. Noncontinuous companies and companies who were not holding at least one registered trade mark were excluded from the list. Face to face interviews were conducted with the owners/administrators of the remaining companies who produces, bottles and makes trade of olive oil and who admitted to participate the study. Increasing the level of domestic olive oil consumption would be benefi cial for the national economy as well as the public health. Because of the the fact that almost half of the domestic olive oil production is exported; defi ning the problems and providing solutions to olive oil producers is a necessary step to be taken. Findings of this research indicate that inadequate domestic demand, a limited geographical coverage of olive oil demand, consumer misperceptions (about price, quality, taste etc.) and lack of enough government support are the main and most important problems of olive oil producers. Managerial implications of these fi ndings are discussed and recommendations are presented.

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