You are on page 1of 3

How does a Market Study Work?

Case Study: Germany’s Fruit and Vegetables Market – Opportunities for


Read the attached document and complete the following tasks:

Task 1: Answer the questions:

a) What do the following numbers refer to as related to Germany?

- 4th largest
- €8.1 billion
- 21% of the EU market
b) Why is there a constant need for imports of fruit and vegetable in Germany?
c) How much of the German agricultural imports derive from EU countries?
d) What are the main imported vegetables are tomatoes?
e) According to the article, Germany is the largest importer of …
f) Name three criteria which can be considered as overall standards to qualify for import in
g) When are Certificate of Conformity and Certificate of Industrial Use required?
h) What are the four opportunities for Moldova importers in general are interested in?
i) What are the most popular 3 fresh vegetable in Germany? How about the 3 most popular
Task 2: Correct the mistakes:

1. Germany’s imports from Moldova increased from 2007 to 2008 by about 23% having a total value
of €111.5 Mio.
2. Moldova takes position 89 of Germany’s most important supplier countries.
3. German exports to Moldova increased in 2008 to €31 Mio, giving Moldova the 85th
position of country of destination for German goods.
4. Moldova’s agricultural structure – less intensive, low fertiliser input and use of pecticides, etc. – support the
production of organic fruits and vegetables
5. Moldova benefits from the Generalized System of Preferences Plus (GSP+) system granted by the
EU, which sets a 10% General Tariff, on some products, during some periods of the year.
6. The Common Customs Tariff (CCT), is an ad valorem tariff, payable twice, at the point of entry
into the EU.
7. The quality of a product means the degree to which the product fulfils the requirements and wishes
of the final consumer and other market parties.
8. When it comes to food, the main focus in the EU is consumer satisfaction. This has lead to the
introduction of legal requirements focusing on hygiene and traceability, emphasizing the
importance of guaranteeing hygiene measures throughout the chain, “from farm to fork”, in order
to assure that the food marketed in the EU is enjoyable.
9. Fruit prices continue to rise, with an average increase of 21% compared to February 2008. This
increase was due to exceptional strong winter in Northern European fruit growing areas.
10. The producer price index for the EU and Germany indicates that vegetable producers in general
have been able to realise higher prices in recent years in comparison to the reference year 2000.

Task 3: Explain, in no less than 3 minutes the following concepts:

1. What is The General

Food Law? How does it
work? Why was it
introduced n Germany?
2. What are the free
obstacles Moldova faces
regarding export
3. What are the 5 intervention
areas the “Support to
Export Promotion and
Investment Attraction in
the Republic of Moldova”
market survey has targeted?
4. Name three most important
consumption trends in
Germany: (very price-
conscious, concern about
the effect food has on
health, etc)
5. Explain the following chart
in no less than 3 minutes:
6. What are the four
business partner selection
criteria Germany is
generally using?
communication, etc)
7. How does the research define the quality of a product? What else does quality relate to, in
addition to product? What do quality market access requirements relate to? Explain the three
commercial classifications mentioned in the research. (extra class, class 1, etc)
8. Explain the three labeling and packaging requirements mentioned in the research? (minimum
requirement, pre-packaging, etc)
9. Explain Germany’s 4 export opportunities (table grapes, edible nuts, etc)
10. Explain Germany’s 4 export obstacles (compétition, meeting importer’s requirements, etc)

Task 4: Independent Writing:

Chose one of the following topics and submit a 300-400 word comment to your teacher
by email.
1) Select three most notorious export obstacles Moldova is facing when exporting to
Germany. How can Moldova deal with them in your opinion?
2) Which of the mentioned export opportunities should Moldova focus on more? Why?
Which strategies can be implemented to maximize Moldova’s chances of increasing its
exports to Germany or EU in general?
3) What is interesting about the market research? How is it structured? How was the
information presented? Is this research useful for Moldovan fruit and vegetables growers?
How? How can the information be used? Give specific examples, statistics, data, etc.