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 strengths, weaknesses, opportunities and threats of this prospective market development.
A multi-stage survey was conducted using qualitative and quantitative research methods. The data obtained were analysed using the SWOT analysis method.
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.
Findings showed that the use of SWOT analysis in specialized food products provides marketers and professionals’ insight and guidance into designing their marketing activities.
Truffles production or trading requires strong commitment by professionals who want to succeed in this market field.
Truffles market growth could contribute to the social welfare through the creation of supplemental income, the cultivation of arid fields and the conservation of natural resources due to their environmentally friendly manner of production.
For the first time, SWOT analysis is used to investigate the factors that shape the market of specialized products in the food sector.
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