Abstract
The wine industry is traditional sector in the Bulgarian economy. However, at the end of the XX century it faced various challenges. Later, it has started to restore and has developed in number of areas. Nowadays it has new characteristics, based on its strengths and weaknesses. Thus, the purpose of the current study is to identify the competitive advantages of the wine sector in Bulgaria. The object of the research are Bulgarian wine producers, who are small and middle size enterprises (SMEs). The focus of the study is a selection of indicators, which contribute for the identification of their competitive advantages. The data used is of own survey, performed among Bulgarian wine producers. The results show that the main advantages are targeted at qualitative wines from authentic local sorts. This justifies the obligatory direction for differentiation and validation of the Bulgarian wine producers by promoting the wines of local varieties and establishing the identity of the wine regions.
Highlights
In a highly competitive environment, in order to increase the competitiveness of the wine industry enterprises, it is necessary to look for opportunities for developing their competitive advantages, overcoming their weaknesses and developing their competitive potential
The results show that all of the Bulgarian wine producers regard the quality of the product as the main strength of the sector
The competitiveness of the wine sector is important for the Bulgarian economy as a whole
Summary
In a highly competitive environment, in order to increase the competitiveness of the wine industry enterprises, it is necessary to look for opportunities for developing their competitive advantages (their leading strengths), overcoming their weaknesses and developing their competitive potential. The National Strategy for the Development of Vine and Wine Production in the Republic of Bulgaria 2005-2025 identifies the strengths and the weaknesses of the sector alongside with the opportunities for its development [1]. The winemaking industry is rather significant for the Bulgarian economy as it is a sector with traditions and potential for growth. The purpose of the current study is to identify the competitive advantages of the wine sector in Bulgaria. The object of the research are Bulgarian wine producers, who are small and middle size enterprises. The focus of the study is a selection of indicators, which contribute for the identification of the competitive advantages of a company
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