Abstract
In the last decade the global wine market has gone through substantial changes, both as for single companies and cooperatives. Wine consumption is rising in those countries which historically did not use to drink it, whereas it continues to decrease in others. The wine world market has recently been characterised by a rising trend in both demand and supply. As far as supply is concerned, recent trends confirm the more and more important role of the new strong producers (California, Chile, New Zealand) in guiding the repositioning strategies of the traditional producers (especially France, Italy, Spain and Germany). The current competition among wine companies brings small Italian producers to an increase in the quality of bottled wine, as well as a diversification of the product and an improvement of the marketing analysis instruments. This paper aims at highlighting the importance of the strategic approach expertise for Italian firms. It is important for small wine companies to focus on those marketing mix levers which are more effective with respect to the firm’s and customer’s specificity. Through a case study analysis this paper shows the role of the brand management within the marketing function and its importance for business successReferences
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Sciarelli S. (2002), Economia e gestione dell’impresa, Padova, Cedam.
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Abell (1980), The Starting Point of Strategic Planning, Prentice Hall, Englewood Cliffs N.J.
Antonelli G. (2004), Marketing Agroalimentare, Specificità e Temi, Milano, Franco Angeli.
Biel A. L. (1992), How brand image drives brand equity, Journal of Advertising Research, 32(6).
Branson R.E., Norvell D.G. (1983), Introduction to agriculture marketing, New York, McGraw-Hill.
Busacca A.G. (1998), Costruire la fedeltà. Disegnare e realizzare un’efficace strategia di customer loyalty, Milano, Il Sole 24 ore Libri.
Collis D.J., Montgomery C.A. (1999), Corporate strategy, Milano, McGraw-Hill.
Contò F. (2005), Economia e organizzazioni delle filiere
agroalimentari, Milano, Franco Angeli.
Costabile M. (1996), Misurare il valore per il cliente, Milano, Utet.
Costabile M. (2001), Il capitale relazionale: gestione delle relazioni e della customer loyalty, McGraw-Hill, Milano.
Donna G. (1999), La creazione di valore nella gestione dell’impresa, Carocci.
Drucker P.F. (1995), Managing in a time of great change, New York, Truman Talley Books Plume.
Galgano A. (2000), La Qualità Totale, Milano, Il Sole 24 Ore.
Grillo M., Silva F. (1991), Impresa, concorrenza e organizzazione, Nis.
Hax A.C., Majluf N.S. (1991), Gestione strategica, Napoli ESI.
ISMEA (2003), Assetti e nuove Tendenze del vino in Italia e nel mondo, Quaderni di filiera n. 8.
Kolter P. (1984), Il marketing management: analysis planning and control, Englewood Cliffs, Prentice-Hall.
Giacomazzi F. (2002), Marketing Industrial, Milano, McGraw-Hill.
Kolter P. (1999), Il marketing secondo Kolter, Milano, Il Sole 24 ore.
Levitt T. (1986), The Marketing Imagination, New York, Free Press.
Pacciani A., Belletti G., Giancani L.A., Marescotti A., Scaramuzzi S. (1996), Agricoltura toscana e sistema agroindustriale. Caratteristiche strutturali e rapporti organizzativi, Osservatorio
INEA per la Toscana, ricerca OAIT - OsservatorioAgro-Industriale per la Toscana Primo Rapporto Annuale, Firenze.
Prestamaburgo S., Torquati B. (2004), Ricerca delle origini teoriche del marketing agroalimentare in Antonelli G. (2004), Marketing Agroalimentare, Specificità e Temi, Milano,
Franco Angeli.
Porter M. E. (1987), Il vantaggio competitivo, Milano, Edizioni di Comunità.
Rappaport A. (1989), La strategia del Valore, Milano, Franco Angeli.
Ritson C. (1997), Marketing, Agriculture an Economics: Presidential address, Journal of Agricultural Economics, n. 3.
Sciarelli S. (2002), Economia e gestione dell’impresa, Padova, Cedam.
Webster F.E. (1992), The chanaging role of marketing in the corporation, Journal of Marketing, n. 56.
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