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Throughout this article we have tried to identify the principal marketing strategies developed in recent decades in the European agrifood sector. We have also tried to extrapolate these strategies to the olive oil sector in Spain, in order to focus on our study case: Castile-La Mancha. Oddly enough, this region is the second leading producer of olive oil in Spain; nevertheless, and, despite these numbers, the first-stage processing industry is losing much of the added value by permitting a large part of its production to be sold in bulk rather than bottled or canned. We have tried to find the causes for this loss of profits, as well as to propose some possible strategies that this industry should develop if it wants to move into new market segments.

problemas de desarrollo/problemas del desarrollo

Posibles estrategias comerciales para el desarrollo local y regional en la industria de la transformación del aceite de oliva: la región de Castilla-La Mancha