Evolutionary trends in the American and Soviet markets and development strategies of the leading world exporters

摘要

The current wine sector is characterized by two main producers’ groups adopting contrasting management philosophies: the EU traditional producers (Italy and France in the lead) that “sell off to produce” and “The new World of wine” producers (the USA, Australia, etc.) that “produce to sell”. These trends influence each other both strategically and operatively. New small producers like Eastern Europe countries (Romania, Bulgaria, Georgia, Ukraine and Albania) are emerging lately. In the light of the above scenario, the present work is aimed the present paper aims, first, at highlighting an overview of such factors as the evolution of production, both quantitatively and qualitatively as well as the organization and trade worldwide involving the leading producers (with particular reference to the Italian market) and, subsequently, at assessing the impact of the current world economic crisis on the sector, influencing, as a fact, the entrepreneurs’ production and marketing strategies in the present competitive scene. Afterwards, attention will be focused mainly on the evolution of consumers’ attitudes as to alcoholic drinks consumption in two particularly dynamic markets as those involving two world superpowers, namely the USA and Russia. Thus, through analysing the official data available about wine current production and consumption in the two countries, a comparison will be made aimed at pointing out their own peculiarities and distinguishing features. Lastly, starting from the results of the above analysis and after selecting the different typologies of consumers characterising the two markets, the most suitable competitive strategies to be adopted will be examined, concerning organization as well as production and distribution, that have been carried out by the world major exporters (Italy in the lead) to make their way in these markets representing, especially in view of the growing trend expected for the near future, a remarkable source of profit for those companies that will be able to survive the international crisis.