Abstract:
The study aims at the wine producers in the North-East Region of
Romania.
The economical circumstances on the wine market, national and
international, create a series of advantages for the local producers,
especially due to the high quantitative potential of this field in the Norh-East
Region, but also because there are certain varieties of noble vine from which
there may result products with a report quality/branding – favourable
differentiation elements, as compared to the foreign ones: Chardonay, Pinot
Noir, Cabernet Sauvignon, Busuioacă de Bohotin, Muscat Ottonel.
As a result of the analyses, referring to the consumption structure and
to the competition potential of the wine producers in Moldavia, the next
conclusions may be drawn: the competition level is high, on the segment of
the collection and superior wines, and low on the segment of table wines,
thus indicating the concern of the most part of the producers for a high
quality. HORECA segment represents an increasing potential of the
competition for all the producers; the differentiation level between the
presented wine brands is high, even in the case where they belong to the
same category; even if the majority of the producers aim to the segments of
population with medium and high income, however there is a competition
focused on prices, both at company level and at the products series; it’s
imposed a re-disposal of concepts and attitudes, of thaw Romanian wine
producers in the North-East Region, in order to approach the competition at
national level more dynamically, more diversified, because the majority of
the producers owns significant differentiation advantages, but not enough
revaluated and communicated.
The study of the competition between the wine producers in Moldavia
emphasizes a relative competitive behaviour, but not very well structured,
compared to the existent potential, and not well-consolidated, from a
strategically and operational point of view.
