Naslov
Market Analysis of the Spirits Beverages Category in Croatia

Autori
Kovač, Ivan

Izvornik
International journal of management cases (1741-6264) 9 (2007), 2; 86-103

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Croatia; Spirits; consumer behaviour; marketing

Sažetak
The purpose of this paper is to examine the role of competitive environment on the product offering at the spirit's-market in Croatia. This paper contains analysis of the main rivals including their strategies, goals, strengths and weaknesses. Apart from Croatian and recent litreature, the results of a few recent marketing researches have been used for the purposes of this paper. All data has been presented in a coherent and systematic way. Main research has been conducted on field using the method of polling 21 respondents experts which manage wholesale of spirits in Croatia. The main hypothesis of this work is that the increasing competition of imported spirits represents the main threat on the Croatian market. Alongside of the main hypothesis in this work, three supporting hypothesis have also been tested. The conducted research has shown that the market share of imported spirits will further grow on the Croatian market in the future. The presence of imported brands represents a threat for home-based industry of spirits in the case of price and consumption competition, and range compatibility that suits the demands of modern consumers. With almost unchanged rivalry and possession of global brands, home-based producers are mostly focused on the local market, which represents their main weakness. The researches have shown that the most important factors of success on the Croatian spirits-market are marketing-support and wide availability of products on the market via extensive distribution and partnering with the large retail chains.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA