CRITICAL REVIEW

SWOT ANALYSIS OF THE TRUFFLES MARKET IN GREECE

MADE BY :
RAISYA NURUL JANNAH (F0316083)
RIDWAN SATRYO HERYAWAN (F0316088)

FACULTY OF ECONOMICS AND BUSINESS

SEBELAS MARET UNIVERSITY
2019
 SWOT ANALYSIS OF THE TRUFFLES MARKET IN GREECE

A. Introduction

A.1 Summary of Article

This paper analyzes the truffle market in Greece using SWOT analysis. The
purpose of this paper is to investigate the suitability of Greece as a possible market
for truffles. Primary data were collected and analysed in a systematic and detailed
way to highlight the SWOT of this prospective market development. Studies show
that truffles are usually taken directly from nature and there is no special
organization for truffles. Farmers usually take truffles individually without assistance
from other farmers. In the SWOT analysis, the Strength of the truffle is because of its
uniqueness and high quality products. the Weakness of truffle farming is the
specialization of care and harvesting. While the Opportunity is they can develop
markets that have high demand with large profits. and the last Threat faced in the
truffle market is the presence of other luxury products that have become truffle
substitutes.

A.2 Problem
 Theoritical Concept
This study discusses about the concept of SWOT. Analysis of SWOT
theory is a theory that is used to plan things done with SWOT. SWOT is
an abbreviation of, S is Strength, W is Weakness, O is Oppurtunity and T
is Threat. SWOT is commonly used to analyze a condition where a plan
will be made to do something, for example, a work program.
 Research Methodology
The methodology of the research is using qualitative and quantitative
research methods.
 Research Findings
Studies show that the uniqueness of harvesting truffles makes truffle
plants one of the exclusive products of high value and high demand. From
there a SWOT analysis can be taken and arranged in detail.

B. Discussion
B.1 Review of Theoritical Concept
a. Specialty products (in general)
b. Specialty food products
c. Management/marketing strategies
B.2 Research Methodology
A multi-stage survey was conducted using qualitative and quantitative research
methods. The data obtained were analysed using the SWOT analysis method.
 B.3 Research Findings
The survey highlighted the market characteristics of truffles in Greece. These
were sorted into four categories: strengths, weaknesses, opportunities and risks.
Results show that truffles have an attractive mix of qualities; however, issues such as
the lack of intermediary and customer knowledge and the limited communication of
their benefits need to be overcome. Research finding showed that the use of SWOT
analysis in specialized food products provides marketers and professionals’ insight
and guidance into designingtheir marketing activities.

C. Conclusion
From the statement stated above, it is known that the truffle market has affected the
economy of Greece. The uniqueness possessed by truffles makes it a product that has
high market demand. That's where the SWOT analysis is used to observe market
movements and market demand. The use of SWOT analysis in specialized food products
also provides marketers and professionals' insight and guidance into designing marketing
activities.