A QUANTITATIVE STUDY ON OPTIMAL MARKETING STRATEGIES FOR DESSERT APPLES IN WESTERN GERMANY
In an application of the model it is found that under monopolistic supply control, in contrast to competitive supply conditions, a higher percentage of the harvest is marketed during the spring months, and that in a season with a very high harvest a part of the supply is not marketed. This leads to a modest increase of the net revenue and a rise in retail prices. The model results indicate that intervention by the government is no appropriate instrument to support the sector. Furthermore, it is deduced that a higher capacity of Controlled Atmosphere storage facilities increases net returns significantly, whereas cold storage facilities appear to be sufficiently available.