The Strategies Implemented on the Wine Market

  • Gabriela IGNAT University of Agricultural Sciences and Veterinary Medicine of Iasi, 3 Mihail Sadoveanu Alley, Iasi, Romania

Abstract

One of the most representative products, a true "ambassador" of Iasi county is, in our view, wine. After having joined the European Union, Romania – and consequently Romanian wine, especially the one obtained in our county – is given a series of development opportunities, from investments, free circulation of goods and the integration in the European system of copyrighting, branding and names of controlled origin. These opportunities are primarily based on product quality, rigor of producers and particularly on the creativity of strategies for turning into account, which should leave their mark much more powerfully. In this area of the country, Iasi county, special attention should be given to this sector of activity that would engage in effectively developing the area and would create a national “brand” and a favorable image abroad, effects reflected in the promotion of rural tourism and handicraft products, on both national and international levels. The SWOT matrix analysis and the Porter Diamond analysis were performed in order to diagnose this sector.