Seccia, Antonio and Nardone, Gianluca and Stasi, Antonio (2008): Analisi del mercato Italiano del vino Syrah. Published in: Agriregionieuropa , Vol. 16, No. 5 (March 2008)
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In order to fully understand Syrah wine market in Italy both supply and demand need to be studied. While supply is analyzed with the simple (benchmarking) comparison of the descriptive statistics between Syrah Italian wines and other high quality red Italian wines, the demand is studied econometrically. A double logarithmic approach has been chosen for its simplicity as well as its mathematical tractability, allowing for direct applicability and replicability at industry level. The information retrieved in these analysis results fundamental for the application of appropriate marketing strategies, in order to set the market efficiency at the margin. Findings show exact relationships allowing for price and marketing targets adjustments. Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, describing the competitive context and the Syrah wine sub-sector, would have been also important for the focus of this study for completeness purposes. Nonetheless, the aim of this analysis is to furnish valuable information about supply and demand in order to improve marketing efficiency for the Syrah wine. The contribution of this study to the existing knowledge about Syrah wine market is twofold: methodological because it identifies ad hoc methodologies that are easily applicable by the industry to understand such a “thin” market, and informational because results are directly applicable for marketing strategies.
|Item Type:||MPRA Paper|
|Original Title:||Analisi del mercato Italiano del vino Syrah|
|English Title:||Analysis of Italian Market of Syrah Wine|
|Keywords:||Syrah, Demand, Supply, Benchmark|
|Subjects:||L - Industrial Organization > L6 - Industry Studies: Manufacturing > L66 - Food ; Beverages ; Cosmetics ; Tobacco ; Wine and Spirits|
|Date Deposited:||16. Apr 2009 06:49|
|Last Modified:||12. Feb 2013 18:33|
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