Chapter 1
INTRODUCTION
It is assumed that winemaking in Greece has begun on the island of Crete and is believed to be made since at least 1600 BC. It is said that the ancient Greeks have considered wine as part of their everyday living. The winemaking ability of Greeks has been spread to southern Europe through colination and trade. Since the government of has been able to realise the importance of the wine industry in Greek, the Ministry of Agriculture established a Wine Institute in 1937. It can be said that the wine industry in Greek has faced different challenges in 1950s. However, in 1960s, the wine industry in Greek has been able to create a wine (retsina) that became the national beverage of the region. Because of the rapid growth of tourism, retsina has been associated worldwide with Greece and Greek wine (1993).
The first established vineyard in Greece was the Cabernet Sauvignon, which was planted in 1963. In 1966, a winery was organized with the purpose of producing export-quality wines. In 1971 and 1972, the Greek legislation has passed the appellation laws. In spite of the challenges that Greek wine Industries are encountering, it can be said that each industry has been able to survive in the wine industry both in domestic and international competition. This is because of the strategies used and applied by different wine industries in Greece.
The main goal of this dissertation is to determine whether the Greek Wine industry should utilised a common strategy to be able to position itself in the global market. The dissertation intends to place Greek wines in a Global or international perspective. As the world increasingly trudges forward in the global village, there will need to be an expansion and opening of markets. Thus, the dissertation will attempt to strategize the placement of Greek Wines in the Industry and seek for a method to position its products in the Global market.
The dissertation shall be divided into five chapters in order to provide clarity and coherence on the discussion of the topic. The first part of the dissertation will be discussing the problem uncovered by the researcher and provide ample background on the topic. The chapter shall constitute an introduction to the whole dissertation, the hypothesis, and the statement of the problem in order to present the basis of the study. Moreover, the chapter shall also have a discussion on the scope of its study as well as the significance of the study to society in general and specific effects on individuals.
The second chapter shall be discussing the relevance of the study in the existing literature. It shall provide studies on strategic management, Greek wine industries strategy and others. After the presentation of the existing related literature, the researcher shall provide a synthesis of the whole chapter in relation to the study.
The third part of the study shall be discussing the methods and procedures used in the study. The chapter shall comprise of the presentation of the utilized techniques for data collection and research methodology. Similarly, it shall also contain a discussion on the used techniques in data analysis as well as the tools used to acquire the said data.
The fourth chapter shall be an analysis on the tabulated data. After the said tabulation, the data are statistically treated in order to uncover the relationship of the variable involved in the study. With the said data, the chapter seeks to address the statement of the problem noted in the first chapter.
The last chapter shall comprise of three sections, the summary of the findings, the conclusions of the study, and the recommendations. With the three portions, the chapter shall be able to address the verification of the hypothesis stated in the initial chapters of the study.
Background of the Study
The dynamics of the industry of wine can be best understood by looking at the brief history of wine as well as an overview of the wine making procedures. It is said that the Greek wines which has been overshadowed by the renowned wines of French winemakers and the rest of Europe are now being recognised and appreciated by wine experts and authorities. Today, the wine industry of the Greeks is expanding and has been able to compete in the global market. Small wineries devoted to quality are springing up were an integration of unique viticulture methods and the famous Greek sunlight combine to create distinctive wines.
The wine industry of Greece is preparing to obtain the rewards of applying new approach for winemaking. Modern Greek winemakers have been able to establish a new identity for Greek wines by making high quality reds and whites which are being noted by the experts for its unique and distinctive features.
According to the Greek Wine Cooperative Federation (GWCF), connoisseurs in the global market are now recognising the distinct and unusual varieties of Greek wines which make them different from the existing varieties of wine in the market today. Throughout the years, Greece was recognised as the producer of the retsina. And during the last 15 years, Greek winemakers have been producing Modern Greek wines based on the more than 300 varieties of grapes within Greece (2003). The initiative to re-brand Greece as a maker of quality wines that can compete even with the strongest competitors (Italy, France and California) has been the most important challenge for Greek Wine Industry.
In this manner, GWCF perceived that foreign investors and international alliances can play an essential role in making Greek Wine Industry be recognised in the global market. In addition, the improvement of marketing strategy, labeling, and management strategy is also believed to be a major facto for making Greek Wine industry become competitive. Being able to recognise the value of these factors, different wine industries in Greece has been able to utilise unique and effective strategy. The competitiveness of each wine industry in Greek has been the result of the strategy imposed by these industries.
Credit:ivythesis.typepad.com
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