engleski

Croatian small wine producers – possible marketing strategy

In the perspective of an increasing liberalization in the trade and taking into account future accession to EU, Croatia would appear to be a potentially very open market. The main aim in the paper is to analyse present situation in Croatian wine sector and to indicate possible marketing strategy for wine producers with emphasis on small wine producers based on quantitative research. Evaluated are the External and Internal Factor Evaluation Matrix in order to abstract the external as well as the internal factors that could influence Croatian wine sector. Based on the results of the research it could be concluded that 73.57% of producers sell their wine only on domestic market. Remaining 26.43% of producers sell their wine on domestic and international market. Only 13.1% of small producers export their wine and on the other hand 72.7% of the biggest Croatian producers export their wine. Results of IE Matrix recommend hold and maintain strategies so market penetration and product development could be suggested as a marketing strategy for Croatian wine sector.

Croatian wine production; marketing strategy

Rad je objavljen i u Knjizi sazetaka / Veronika Kubanović (ur.) ; 400 str. ; str. 141-141 ; ISBN 9789536718115.