Published in Scientific Papers. Series B, Horticulture, Vol. LXVI, Issue 2
Written by Elena-Andreea LICA, Georgeta Mihaela BUCUR
A wine company portfolio, like any Fast-Moving Consumer Goods (FMCG), should be diversified, innovative and very well correlated with the market requirements. Cash absorption and cash generation can be criteria for classifying the products portfolio. This research aims to identify the most efficient methods able to determine the structure and market positioning for Domeniile Prince Matei producer's portfolio. Such methods will be applied to design a new line of wines, to reduce the time for its production and implementation, to achieve the proposed results in the shortest time. The first step was to analyse the Domeniile Prince Matei's brand architecture, determine the profit for the present wine lines by using the Boston Consulting Group matrix, which is based on the relative market share and growth rate. The matrix application provided a general overview of company's products competitiveness and demand, which led to a portfolio rearrangement, a repositioning of the existing wines and creation of a new line of wines to replace the ones identified as unprofitable. Even if the Boston Consulting Goup matrix is a smart reliable tool and helps a lot, in practice is better to take the final decision based on the results of more enterprise strategic analysis methods.
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