Marketing Substantiation of Efficiency of Product Policy of Medium-Sized Wineries in the Republic of Moldova

Marketing Substantiation of Efficiency of Product Policy of Medium-Sized Wineries in the Republic of Moldova

Svetlana Ghenova (Comrat State University, Moldova)
DOI: 10.4018/978-1-5225-5784-5.ch005

Abstract

This chapter is devoted to revealing the importance and definition of the logical relationship of components related to an effective product policy of modern medium-size winery of the Republic of Moldova. The chapter presents a comparative analysis of modern marketing definitions of product policy of an enterprise. The purpose of the author is the research and marketing disclosure of the nature of the product policy as one of the key management tools of a modern winery. A structural model of the marketing product policy components has been developed. The approaches proposed for implementation in the Moldovan wineries would allow the analysis of the product policy effectiveness. The importance of the marketing substantiation of effective product policy in the activities of medium-sized wineries in socio-economic development of Moldova and their underutilized potential, an unfavorable business climate and the need for a substantial improvement in the product policy has determined the relevance of the research topic presented in the chapter.
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Background

Grapes and wine products were and are symbols of both the agriculture and economy of Moldova. Until the 90s of last century the main consumer of these drinks was the Russian Federation. On its markets Moldovan wineries sold more than four fifths of wine from grapes and more than 90 percent of sparkling wine. After the approval of the Declaration of Independence (August 27, 1991), this country has made considerable efforts to reform the national economy, to transition from centrally managed economy to a market economy that allows the manufacturer to direct activities according to demand and primarily the domestic market. The demand for grapes and grape products on the domestic market rules according to traditions and previous practice and must be covered entirely by the local production (Certan & Certain, 2015)

The scope of this research is marketing analysis of the state and prospects of the development of the product policy for medium-sized wineries in the Republic of Moldova.

The research period will be for 2009-2016 in the development of the sector of wine-making enterprises of medium size in the Republic of Moldova in order to determine the state, problems, potential and prospects for its development with the aim of increasing its competitiveness in a conditionally export-oriented economy.

The objectives of the research paper are as follows:

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