No abstract

Building a recognizable brand for the high-quality bottled wines is opportunity for the wineries to strengthen the international market position. This paper attempts to identify the opportunities to profit under competitive market condition of the Macedonian wineries. For this reason, we first interpret evidence on structural determinants of Macedonian wineries' profitability, then we interpret evidence on the existing marketing strategies of the Macedonian wineries, and finally we present successful case study of a winery that have succeeded to create a recognized brand internationally. The results from this analysis suggest definition of a successful winery that exhibits increasing opportunities to profit under competitive market conditions. The defined winery may be used as a guideline to reinforce possibilities for Macedonian wineries to be able to follow future market signals, considering that they still struggle to adjust to the imposed market-oriented production.

SUMMARYMacedonian strategy for viticulture and wine production singles out young consumers as a target group of consumers for further increase of the production value and development of wine culture. Therefore, we aim to determinate the presence of young population on the Skopje Wine Winter festival in 2014 and to understand their preferences towards domestic wine and its quality. We performed structured questionnaires to 420 visitors and segmented young consumers as a focus group. We used conceptual model for analysis of consumer attitudes and Chi2-test in Stata 12.0 and StataCorp 2011, for testing the hypotheses for the consumers' perception of quality wine. The results showed that younger consumers were the most present category on the Wine festival. In general, they do not differ from other age groups in terms of their preferences for domestic quality wine, except that this category showed readiness to pay a higher price for domestic quality wine. The quality perception of domestic wine is satisfactory, which creates an opportunity for the wineries to target and to promote their wine to the new segments of young consumers, committed to purchase domestic wine.

No abstract

No abstract