Abstract
Indices and procedures for identifying market trends about any fruit or vegetable are provided in this paper. This system is quite simple and easy for planners of any marketing organization of fruits-and-vegetables producers to operate it and make use of its result when they discuss their strategies. It also has a high degree of availability because it requires just only transaction data at any wholesale market of fruits and vegetables. This system deals with the demand change as the shift of demand curve, the change of the marketing brand power as the shift of certain curve derived from (Yoshino 1997), and the competitive power in cost as the supply response of each producers' organization. When any change of demand curve or brand-power curve would shift too rapidly to be estimate significantly, this system provides a simplified method and enhance the availability with it, which could identify the change of demand or marketing-brand power through observed change of prices and supplies. An example of this system embodied with Microsoft Excel and some analyses using it are mentioned.
