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Analisi del mercato Italiano del vino Syrah
[Analysis of Italian Market of Syrah Wine]

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Author Info

  • Seccia, Antonio
  • Nardone, Gianluca
  • Stasi, Antonio

Abstract

In order to fully understand Syrah wine market in Italy both supply and demand need to be studied. While supply is analyzed with the simple (benchmarking) comparison of the descriptive statistics between Syrah Italian wines and other high quality red Italian wines, the demand is studied econometrically. A double logarithmic approach has been chosen for its simplicity as well as its mathematical tractability, allowing for direct applicability and replicability at industry level. The information retrieved in these analysis results fundamental for the application of appropriate marketing strategies, in order to set the market efficiency at the margin. Findings show exact relationships allowing for price and marketing targets adjustments. Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, describing the competitive context and the Syrah wine sub-sector, would have been also important for the focus of this study for completeness purposes. Nonetheless, the aim of this analysis is to furnish valuable information about supply and demand in order to improve marketing efficiency for the Syrah wine. The contribution of this study to the existing knowledge about Syrah wine market is twofold: methodological because it identifies ad hoc methodologies that are easily applicable by the industry to understand such a “thin” market, and informational because results are directly applicable for marketing strategies.

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Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 14665.

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Date of creation: 16 Dec 2008
Date of revision: 15 Mar 2009
Handle: RePEc:pra:mprapa:14665

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Keywords: Syrah; Demand; Supply; Benchmark;

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  1. Pompelli, Gregory K & Heien, Dale, 1991. "Discrete/Continuous Consumer Demand Choices: An Application to the U.S. Domestic and Imported White Wine Markets," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 18(1), pages 117-30.
  2. Seale, James L., Jr. & Merchant, Mary, 2002. "Imports versus Domestic Production: A Demand System Analysis of the U.S. Red Wine Market," Technical Papers, University of Florida, International Agricultural Trade and Policy Center 15637, University of Florida, International Agricultural Trade and Policy Center.
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