1. General presentation of Cricova 3 1.1 Winery 3 1.2 Wine production 3 1.3 Mission. 4 1.4. Vision. 4 2. Micro environment 4 2.1. Technology 5 2.2. Customers 5 3.Macro environment 5 3.1.Political environment 5 3.2.Economic environment 5 3.3.Technological environment. 6 3.4.The natural environment. 6 5.SWOT Analysis 6 6.International marketing strategies 7 6.1.Product strategy 7 6.2.The BCG Matrix 7 6.3.Price policy 8 6.4.Distribution policy 9 6.5.Promotion policy 10 7.Competitors 13 8.The logo 13 9.The slogan "nomen est omen" 13 10.Cricova on Social Media 14 11.Conlusions 14
The Winery Cricova SA was founded in 1952, representing a unique underground complex, known all over the world for its huge labyrinths and especially for its excellent wines. A landscaped area with many vineyards and plenty of sunshine. This is where the history of pearls of Moldovan winemaking begins, in the central area of Moldavia, in the heart of the Codres. 1. General presentation of Cricova 1.1 Winery The wine cellars of Cricova is the second largest wine cellar in Moldova, after Milestii Mici (largest in the world). It boasts a mere 120 kilometers of labyrinthine roadways, versus MM's 200 kilometers, tunnels have existed under Cricova since the 15th century, when limestone was dug out to help build Chisinau. They were converted into an underground wine emporium in the 1950s. Half of the roadways are used for wine storage. The roads are named by the wines they store. This "wine city" has its warehouses, tasting rooms and other facilities underground. It goes down to 100 meters below ground and holds 1.25 million bottles of rare wine. The oldest wine dates back to 1902. The temperature is maintained at about 12 ?C (54 ?F) all year round (which is perfect for wine). This place is especially famous for hiding Jews in wine barrels during the Nazi invasion of the Soviet Union. Legend has it that in 1966 cosmonaut Yuri Gagarin entered the cellars, re-emerging (with assistance) two days later. Russian president Vladimir Putin celebrated his 50th birthday there. The territory used to be a mine for limestone, a building material. In some branches excavation is still active, so the cellar is still growing. The largest importer of Cricova wines is Kazakhstan. Previously Russia was the main importer, however this changed in 2014 when Russia imposed embargoes on Moldovan wine in retaliation for Moldova making moves towards joining the European Union. 1.2 Wine production Cricova produce sparkling wines in accordance with the classical French method, purportedly invented centuries ago by the monk Dom Pierre Perignon - "Methode Champenoise", Cricova makes a unique sparkling red wine, kodrinskoie-sparkling, made from cabernet sauvignon stocks and marketed as having a 'rich velvet texture and a blackcurrant and cherry taste'. The "Grand Cellars of Cricova" house a remarkable collection of wines, The National Oenotec. The unique exhibits ("Jerusalem of Easter" vintage 1902, the liqueur "Jan Becher" vintage 1902) together with other 158 brands from Burgundy, Moselle, Tokay, the Rhine, etc. make up the precious thesaurus of the establishment as well as of Moldova in general, comprising nowadays a total of about 1.3 million bottles. Among those are the trophies of the Second World War, which include wines from the collection of Hermann Goring. After the Soviets seized his private wine collection, a part of it was transferred to Crimea and the rest was brought to Cricova. However, the pride of the Oenotec are, first of all, the wines bearing the name "Cricova", which brought the winery a collection of national and international tasting awards. As of 2008, the collection consists of over 70 silver, gold and Grand Prix awards. 1.3 Mission-to increase permanently the value of the wine branch both at national and international level and to promote the achievements made on strategically important markets through the continuous development of human potential, as well as studying, developing, implementing new theologies in the given field. 1.4. Vision- the satisfaction,the most refined and demanding requirements of oenologists, consumers, partners in different countries through the quality of products and services provided, and becoming an example of professionalism, a standard of quality and efficiency in the wine industry - which will enhance its role in world oenology. 2. Micro environment In order to carry out its activity, the enterprise needs material, financial and human resources. One of the most important agents of the micromedials is the suppliers. Since wine is quite complex, it needs a lot of production equipment. Respectively, suppliers are classified into: equipment, personnel and technology suppliers. Suppliers of material goods are classified into: 1. Suppliers of raw materials (grapes and raw wines) "CRICOVA" S.A. it has a considerable base of its own raw material, provided by the agricultural land owned by it. Another part is provided by agricultural enterprises and peasant farms. 2. Suppliers of auxiliary materials (bottles, plugs, labels, etc.) These are both internal and external. Thus, glass is supplied mainly by local producers: "Cristal-Flor" S.A., "Glossare" S.R.L., Glass Factory in Chisinau and importance: "Wiegand-Glass" Germany; "Bourrasse Groupe" S.A. France. 3.Other suppliers (electricity, drinking water resources) 2.1. Technology In order to have a varied portfolio of products, it is necessary to implement highly efficient vineyard technologies. The key technological element of winemaking is bottling lines, which are purchased from the large industrial centers in Germany, Italy, France, etc. Other technologies, not less important are: grape harvesting equipment, wine storage equipment, filtering equipment, cold wine treatment equipment, laboratory equipment, also purchased from Germany, Switzerland, Italy, France, USA, etc. 2.2. Customers The most important component of the micromedium are customers, their needs are the starting point for substantiating the objectives of the company's marketing policy. Depending on their status and the nature of the demands for the products of the "CRICOVA", the customers are divided into two groups: - Final consumers of products - those who purchase the product for their own consumption in specialized stores "CRICOVA". - Intermediaries - those who help the enterprise to sell its products to end consumers, are located both in the country and abroad.
1. http://www.cricova.md/en/ 2. https://en.wikipedia.org/wiki/Cricova_(winery) 3. http://www.quaestus.ro/en/wp-content/uploads/2012/02/mardare.aliona.pdf
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