Implementation of the marketing strategy as a conception for management of wine production and trade
2007
Radev, T.
The aim of the article is to analyze the strategic marketing activities in the formulation and execution of the marketing strategies that are performed in the wine-producing enterprises in the South vine-growing and wine-producing region. The marketing strategy is discussed as a means for application of the marketing conception for management. Based on the systemic approach, it converts the influence of the environment into characteristics of the firm product. The wine-producing sector faces a number of problems - insufficient amount of high quality raw materials, intensification of competition, change in the consumers' tastes, etc. It is necessary to make comprehensive decisions that will create a possibility for development of the sector under the new conditions. For this purpose it is necessary to elaborate and implement convincing marketing strategies. This is achieved by the performance of a number of strategic marketing activities. The analysis shows that the activities the marketing strategy is based on (operative information system, market segmentation, development of the target market profile, quantitative setting of the marketing aims, development of a system for control of the marketing strategy execution) are not performed by a substantial part of the investigated subjects. Because of the fact that a regular relationship exists between the execution of the strategic marketing activities and the existence of a marketing unit in the structure of enterprises we foresee that in the forthcoming years the firms will direct their efforts to marketing improvement. This will create a possibility for application of the marketing strategy as a conception for management of wine production and trade.
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