The competitive environment`s analysis on the wine market

Abstract

The competitive environment`s analysis on the wine market has as objective the characterisation of the main variables that define the sectorial realities. The research is materialized in: the analysis of the market shares, the analysis of the competitive position, the analysis of the competitive structure and the analysis of the competitive advantage. The competitve position is analized using the key factors of success, such as: market share, average price/1 litre wine, average production cost/ 1 litre wine, profitability and finnacial force, entreprise`s image and commercial implementation. The analysis of competitive structure emphasizes one of the most important characteristic of the wine market, such as its concentration, expressed by the market concentration index. The calculated index reveals what is the level of the market pression and how permeable is the market for the new entrants. The market performance was determinated by analyzing the turnover growth index and the product portfolio, in terms of diversity, quality and prices.