Processed Apple Product Marketing Analysis: Hard Cider & Apple Wine

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Hard cider and apple wine offer new value-added marketing opportunities to the apple industry. Both products are situated in rapidly growing categories of the beverage industry. The development of effective marketing strategies for these products requires an understanding of the forces driving competition in these markets. This paper provides background information to support competitive analysis and strategy development. Development of these markets will be positive for the apple industry, but the effect is likely to be limited in volume.

Authors: 
Kristin Rowles
Publisher: 
Cornell University
Year: 
2000