Vineyards and wineries operating in regions devoted to the production of quality wines, but which are small and tend to produce a limited quantity of wine for the market, often have difficulties in adopting efficient sales and marketing strategies. These difficulties arise both from an inability to organise and establish efficient group strategies, and from problems in raising sufficient funds to finance these. This study examines those strageties adopted by wineries operating in a small, hilly DOC region, highlighting both the strong and weak aspects. It is a case study which may offer useful ideas to businesses operating in a niche market, placing emphasis on a direct relationship with the end consumer, based on trust in the intrinsic quality of the product.
Vineyards and wineries in a small DOC region: commercial and production strategies
DEFRANCESCO, EDI;BOATTO, VASCO LADISLAO
2000
Abstract
Vineyards and wineries operating in regions devoted to the production of quality wines, but which are small and tend to produce a limited quantity of wine for the market, often have difficulties in adopting efficient sales and marketing strategies. These difficulties arise both from an inability to organise and establish efficient group strategies, and from problems in raising sufficient funds to finance these. This study examines those strageties adopted by wineries operating in a small, hilly DOC region, highlighting both the strong and weak aspects. It is a case study which may offer useful ideas to businesses operating in a niche market, placing emphasis on a direct relationship with the end consumer, based on trust in the intrinsic quality of the product.
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