ISHS Acta Horticulturae 652: I International Symposium on Grapevine Growing, Commerce and Research
THE ECONOMIC STRUCTURES AND MARKETING STRATEGIES OF SMALL FAMILY ENTERPRISES ENGAGED WITH WINE PRODUCTION IN NORTHWEST OF TURKEY |
| Authors: | H. Güngör, G. Güngör |
| Keywords: | Marketing mix, cost, competition, quality wine, table wine |
| Abstract:
The Northwest of Turkey is an important region which has several grape varieties for processing quality wine products. Since 1990s, there have been many small enterprises which were engaged in wine processing activities. After this period, because of low productivity, high production costs and low quality problems the enterprises have been affected negatively and many of them had to stop a great deal of their activities. Especially, the alternative production choice of olive production has gained great importance due to governmental supports. However, for nearly two or three years, wine processing activities have gained back their popularity due to many factors. The aim of this research, is to determine the economical structure and marketing strategies of small enterprises and the reasons of attractiveness of wine production over again in the region. The marketing strategies carried out by enterprises were also examined. Research findings have been collected from 12 holdings using questionnaires by personal interviewing during 2001-2002 production period. Main findings of the research are as follows: Established capacities of enterprises differ between 80 to 1200 tonnes per year. Most of the enterprises have the capacity of 300-500 tonnes level. Usable capacity is nearly 66% in total. Generally storing system were built by using reinforced concrete and fibreglass materials. Only two enterprises have been using steel storing system. The main grape varieties used for wine making in the region are Semilion, Cinsaut, Gamay, Papazkarası, Narince and Yapıncak. In recent years, the high quality varieties of Cabernet Sauvignon and Merlot have gained great importance due to high demand by customers. The average production cost of quality wines is calculated as € 1.026 and selling price is € 2.43 per bottle and for the table wines were € 0.662 and € 1.086 respectively. Marketing strategies have been discussed under the title of product, price, promotion and place which are called marketing mix. | |
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