PROFILING THE DRIVERS OF MARKET POWER OF WINERIES. THE CASE OF SOUTHERN BULGARIA
During last decade the competition on wine market of Europe is going higher. This is a result from regulation of wine industry under common agricultural policy of European Union. In such market condition the leading role of all departments in every winery is marketing unit. The purpose of this resea...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
BelloPrint Pazardjik
2020-06-01
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| Series: | Journal of Bio-Based Marketing |
| Subjects: | |
| Online Access: | https://journalbbm.files.wordpress.com/2020/03/article_1-1.pdf |
| Summary: | During last decade the competition on wine market of Europe is going higher. This is a result from regulation of wine industry under common agricultural policy of European Union. In such market condition the leading role of all departments in every winery is marketing unit. The purpose of this research is to be estimated the influence of scale of equity and strategic marketing activities on market power of winery. Using statistical approach is verifying the basic thesis concerning the basic factors which define the market power in wine sector. The statistical analysis is developed in two stages – 1) influence the scale of equity and assets on market share and 2) influence of strategic marketing activates on market share. It can be concluded that the studied factors affecting the market power of wine enterprises. The great variety of the offered product range on the market shows that wine enterprises pursue an active product policy. The other elements of the marketing mix are not so important. |
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| ISSN: | 2683-0825 |