The role of different marketing strategies and groups of interest in hungarian winery

Lehota, József - Komáromi, Nándor - Szabó, Zoltán

In competitiveness on the international market, a key role is attributed to groups of different strategic aims, targets as well as marketing potential. The study deals with the typifying of strategies according to the method of Porter. By the method of questionnaires, factor- and cluster-analysis has been attempted in order to determine the strategy of Hungarian wineries (a population of 97). Characterisation of different strategic groups has been based on the following components: degree of market orientation, specification of the structure of competition, the role of innovation, links to the supplying chain, the spatial and assortmental coverage of the market, the saturation of the sale's channel, trade mark and indication of provenance, as well as characteristics of effectiveness. Substantial part of the Hungarian wineries is specialised to strategies of different targets, but there is a high ratio of enterprises without specified strategic aims.

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