Analysis of some determinants of market power of wineries from South Bulgaria

P. Borisov, T. Radev

Abstract: During last decade the competition on wine market of Europe is going higher. This is a result from regulation of wine industry under common agricultural policy of European Union. In such market condition the leading role of all departments in every winery is marketing unit. The purpose of this research is to be estimated the influence of scale of equity and strategic marketing activities on market power of winery. Using statistical approach is verifying the basic thesis concerning the basic factors which define the market power in wine sector. The statistical analysis is developed in two stages – 1) influence the scale of equity and assets on market share and 2) influence of strategic marketing activates on market share. In result of statistical analysis there have been made conclusion that scale of equity, assets and strategic marketing activities strongly define the market share of wineries.

Keywords: assets; equity; market power; market share; marketing activities; winery

Date published: 2018-02-15