Title: Study of product repositioning for the Marsala Vergine DOC wine

Authors: Stefania Chironi; Simona Bacarella; Luca Altamore; Pietro Columba; Marzia Ingrassia

Addresses: Department of Agricultural and Forest Science, University of Palermo, Viale delle Scienze, n. 13, Palermo, 90128, Italy ' Department of Agricultural and Forest Science, University of Palermo, Viale delle Scienze, n. 13, Palermo, 90128, Italy ' Department of Agricultural and Forest Science, University of Palermo, Viale delle Scienze, n. 13, Palermo, 90128, Italy ' Department of Agricultural and Forest Science, University of Palermo, Viale delle Scienze, n. 13, Palermo, 90128, Italy ' Department of Agricultural and Forest Science, University of Palermo, Viale delle Scienze, n. 13, Palermo, 90128, Italy

Abstract: Italian production of wine is very diversified and Sicily is one of the major regions with regards to quality and quantity of wine. The Marsala is the oldest fortified Sicilian wine, which is very valuable because of its organoleptic qualities and its production process. Marsala wine has been gaining for over a century in the Italian and foreign market, but, after a century of fame, it entered a long phase of decline because of inappropriate producers' decisions and new competitors. The objective of this study is to investigate strengths, weaknesses, opportunities and treats of Marsala Vergine DOC wine for repositioning the product in the market. The focus group and factor analysis were carried out. Results highlighted the key-factors producers need to focus on, in order to reposition the wine in the market and meet preferences of a distinctive target consumer. Integrated strategies may be developed with stakeholders basing on results.

Keywords: fortified wines; Sicilian wines; quality wines; wine market; competitors; consumer; international trade marketing; SWOT analysis; focus group; consumer preferences; positioning.

DOI: 10.1504/IJESB.2017.085982

International Journal of Entrepreneurship and Small Business, 2017 Vol.32 No.1/2, pp.118 - 138

Received: 14 May 2015
Accepted: 09 Mar 2016
Published online: 21 Aug 2017 *

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