Concurenţa pe piaţa vinului din regiunea de nord-est a României

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.