6533b871fe1ef96bd12d1a31
RESEARCH PRODUCT
Study of product repositioning for the Marsala Vergine DOC wine
Stefania ChironiSimona BacarellaLuca AltamoreMarzia IngrassiaPietro Columbasubject
WineEntrepreneurshipEconomics and Econometricsmedia_common.quotation_subject04 agricultural and veterinary sciencesCompetitor analysisWine marketing wine consumer product repositioning focus group fortified wine quality wine040401 food scienceProduct (business)0404 agricultural biotechnologyOrder (exchange)Quality (business)BusinessMarketingBusiness and International ManagementFortified wineSWOT analysismedia_commondescription
Italian production of wine is very diversified and Sicily is one of the major regions with regards to quality and quantity of wine. The Marsala is the oldest fortified Sicilian wine, which is very valuable because of its organoleptic qualities and its production process. Marsala wine has been gaining for over a century in the Italian and foreign market, but, after a century of fame, it entered a long phase of decline because of inappropriate producers' decisions and new competitors. The objective of this study is to investigate strengths, weaknesses, opportunities and treats of Marsala Vergine DOC wine for repositioning the product in the market. The focus group and factor analysis were carried out. Results highlighted the key-factors producers need to focus on, in order to reposition the wine in the market and meet preferences of a distinctive target consumer. Integrated strategies may be developed with stakeholders basing on results.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-01-01 |