Figure 4
The table and the figure show that the respondents perceived that as the strategy will be implemented the feasible years that it will gain result will be 6-10 years (60% of the total respondents). This means that the Greece wine industry will have to wait for 6 to 10 years before they can determine whether the strategy that will be imposed will be successful or not.
SWOT Analysis
Greece wine industry will be analyzed through the use of SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis. The analysis will be based on the perception of the 38 respondents.
Table 11
Strengths of the Greece Wine Industry
Strengths
Frequency
Greek grape varieties
38
Climatologic conditions
11
Packaging
0
Marketing
0
Enologists
6
Greek Wine History
19
Greek Cuisine
30
Other
0
As perceived by the respondents, it shows that the Strengths of the Greece wine industry include Greek grape varieties, Greek cuisine, climatologic conditions, Greek wine history and enologists. These factors are considered by the respondents as important factors that may help the Greece Industry to stay competitive in the domestic market.
Table 12
Weaknesses of Greece Wine Industry
Weaknesses
Frequency
High prices
16
Marketing
28
Packaging
8
Language
15
The bad reputation of the
Greek wine in general
28
The lack of a common strategy
29
The small wine production
6
Other
0
Table 12 shows the weaknesses of the Greece wine industry as perceived or believed by the respondents. The top three weaknesses are the lack of a common strategy, the bad reputation of the Greek wine in general, and the lack of marketing strategy imposed. Other weaknesses include high prices of Greek wines, language barriers and packaging.
Table 13
Opportunities of the Greece Wine Industry
Opportunities
Frequency
New markets development (Russia, China, India, etc.)
12
Trend for wines from new countries
14
Trend for different grape varieties
24
Decrease of the sales of French wine
1
Trend for the Mediterranean cuisine
28
Other
0
Table 13 shows the opportunities of Greece wine industry in the view of the respondents. Herein, the opportunities consists of the trends for Mediterranean cuisine, trend of different grape varieties, trend for wines from new countries, New markets development (Russia, China, India etc.) and decrease of the sales of French wine. These opportunities are believed to be the factors that may enable Greece wine industry to survive in the stiff competition of wine industry both in the domestic and global market.
Table 14
Threats of the Greece Wine Industry
Threats
Frequency
Don’t manage to change the picture the consumers have for the Greek wine
32
International trend for cheap wines
3
The Greek language to become insuperable obstacle
5
Other wine countries to become Global trend (Austria, Portugal, Hungary, etc.)
18
None of the above
0
Other
0
Table 14 shows the threats for the Greece wine industry which comes from the standpoint of the respondents. The threats for the Greece wine industry are composed of the inability of the Greece to change the picture the costumers have for the Greek wines, the threat from other wine countries to become a global trend such as Portugal, Austria, Hungary and other countries, the Greek language to become insuperable obstacle and the international trend to cheap wines. These aspects can be considered as a strong barrier for Greece wine industry to have a position in the global market.
Credit:ivythesis.typepad.com
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