Title of article
OPPORTUNITIES TO PROFIT UNDER COMPETITIVE MARKET CONDITIONS
Author/Authors
nacka, marina ss. cyril and methodius university - faculty of agricultural sciences and food, Skopje, NORTH MACEDONIA , simonovska, ana ss. cyril and methodius university - faculty of agricultural sciences and food, Skopje, NORTH MACEDONIA , skataric, goran national parks of montenegro, MONTENEGRO , dudic, branislav comenius university - faculty of management, Bratislava, slovakia
From page
161
To page
174
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.
Keywords
profitability strategy , marketing strategy , brand creation , competitive position
Journal title
Agriculture and Forestry
Journal title
Agriculture and Forestry
Record number
2749248
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