New Zealand Journal of Crop and Horticultural Science
abstracts
Examining the Turkish wine industry: marketing effectiveness and recommendations
for increasing its competitive performance
M. Omer Azabagaoglu
Department of Agricultural Economics
Faculty of Agriculture
Trakya University
Tekirdag, Turkey
email: azabagaoglu@tu.tzf.edu.tr
Ayse Akyol
Department of Business Administration
Faculty of Economics and Business
Trakya University
Edirne, Turkey
email: ayseakyol@trakya.edu.tr
Aysu Ozay
Department of Agricultural Economics
Faculty of Agriculture
Trakya University
Tekirdag, Turkey
email: aysu_ozay@yahoo.com
Abstract The marketing of wine has been
under some scrutiny in relation to targeting new consumers, developing and
launching new products, and the impact of changing market conditions on performance.
The highly competitive environment of marketing alcoholic drinks in the international
arena is changing the face of the wineries and their wine marketing strategies.
The new course of action demands that wineries improve marketing policies in
harmony with their production capacity. The market share of new world wines
sold in many European countries has increased over the past decade. More marketing,
together with more innovative production and a more recognisable labelling
scheme, are often regarded as the keys to the marketing success of these new
wines. The aim of this study is to determine the relationship between the marketing
effectiveness and company performance in the Turkish wine industry. In this
study, it was found that in production capacity, except in customer philosophy,
there are significant differences in operational efficiency, strategic orientation,
adequate marketing information, and integrated marketing organisation variables.
It is also shown that there is, in terms of sales growth, a significant difference
in customer philosophy, operational efficiency, and strategic orientation;
but not in adequate marketing information or integrated marketing organisation.
Keywords wine; wine industry; marketing
effectiveness; competitive performance; Turkey
New Zealand Journal of Crop and Horticultural Science, 2006, Vol. 34:
257–268
0014–0671/06/3403–0257 © The Royal
Society of New Zealand 2006
H05114; Online publication date 31 July 2006. Received 27 September
2005; accepted 16 May 2006
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