VT2007-FEK-D-1523 - School of Business Master Thesis EX0110...

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Unformatted text preview: School of Business Master Thesis EX0110 International Marketing The Wine Industry of Bulgaria : Taking the Next Step Tutor: Edlund Charlotta Authors- group 1523 : Anokhina Margaryta 781105 Nel Sanet 790617 Vsters June 7, 2007 Abstract Course: Master Thesis EX0110 T i t l e : The Wine Industry of Bulgaria: Take the Next Step Authors: Anokhina, Margaryta N e l , S a n e t T u t o r : Edlund, Charlotta Date: June 7, 2007 Introduction: The wine industry accounts for just 0.4 per cent of global household consumption, and vines cover only 0.5 per cent of the worlds cropland, yet it is one of the most studied and researched industries. There are several key producers on the global scene, and although Bulgaria has a long history of production, it is not as present other producers. In this project we would like to study how the Bulgarian wine industry can be more competitive on the global market and identify the strategic choices it should make in order to reach this goal. The purpose is to recommend strategies that are compatible with the country's and industry's resources and capabilities as identified through the factors of national competitive advantage as well as specific factors of the global wine industry environment and its competitive sources. Methodology: The methodology section consists of an overview of all the information we have gathered, data we considered, as well as the decision making processes that occurred in the selection of the relevant theories and conduction of the analysis. We collected secondary as well as primary information in the form of books, web sites, journals and other printed material as well as a telephone interview with a Bulgarian wine producer. All steps carried out in the thesis completion such as topic selection, theory selection, approach to the analysis as well as other relevant information are addressed in this chapter. Theoretical Framework: The Theoretical Framework is divided into three main sections: Industry and competitive environment forces, Porters Diamond of National Advantage, and Porters generic strategies. The theoretical framework has been selected in order to identify factors that may have an influence on the Bulgarian wine industry, whether they are domestic (national advantage factors), or external (industry and competitive environment forces). Empirical Findings and Analysis: The Empirical Findings section has been adapted into a findings section as well as a short analysis, and it consists of information gathered about the global wine industry as well as the Bulgarian wine industry. The global wine industry is sub-divided into information about wine production (as well as the history), followed by external factors such as industry-shaping economic features, forces driving industry change, as well as the opportunities and attractiveness of the industry. The Bulgarian wine industry overview consists of all the conditions given as prerequisites to Porters Diamond of National Advantage. The prerequisites to Porters Diamond of National Advantage....
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This note was uploaded on 05/04/2011 for the course FINANCE 104 taught by Professor Smith during the Spring '10 term at Abilene Christian University.

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VT2007-FEK-D-1523 - School of Business Master Thesis EX0110...

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