Proceedings of the 24th International Academic Conference, Barcelona

THE IMPACT OF THE COMPETITIVE STRATEGY ON THE SUCCESS OF WINE COMPANIES (THE CASE OF GEORGIA)

EKA CHOKHELI

Abstract:

In the global environment, the success of any company largely depends on how swiftly and fast a company can react to the external challenges. Wine industry is one of the priority branches in Georgia. The competition is very tough in this field and the market is almost totally saturated. Therefore, the wine companies have to do their utmost efforts to establish themselves on the local market and think of further growth. Successful are the companies permanently trying to create competitive advantage and develop relevant competitive strategies. The goal of the study is to estimate the importance of the strategy based on the competitive advantage for the companies, to study the degree of using such competitive strategies by wine companies in Georgia and to develop relevant recommendations. The theoretical study is based on the works in management by the world scientists, while the practical study is based on the qualitative study of the business companies of Georgia. The study used questionnaires and interviews, as well as graphical, grouping and comparison methods. The results of the study will reveal the problems of using competitive strategies at wine companies operating in Georgia and will help them to focus on the strategies based on competitive advantage. The novelty of the study lies in the identification of trends of using the competitive strategies in wine industry and development of the recommendations to improve the degree of using them.

Keywords: Competitive advantage, Strategy, Wine industry

DOI: 10.20472/IAC.2016.024.019

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