WINE SECTOR ANALYZED THROUGH PESTLE ANALYSIS AS A PART OF THE STRATEGIC MANAGEMENT
WINE SECTOR ANALYZED THROUGH PESTLE ANALYSIS AS A PART OF THE STRATEGIC MANAGEMENT

Summary/Abstract: The wine sector plays a key role in the agricultural segment in North Macedonia. Themain goal of this study is to identify the political, economic, social, technological,ecological and the legislative aspects of the Macedonian wine industry using thePESTLE method. Secondary data, collected from different databases were used for carrying out theinvestigation within this paper. Also, interviews with the key players in the industrywere made.The analysis showed that when the political factors are stable and favourable thestrategy of the Ministry for agriculture, forestry and water economy and the Wineassociation are playing big role in the wine sector. The economic factors have bigimpact on the wine industry and were evaluated by parameters which describe theeconomic situation in the wine sector. Viticulture sector is one of the most importantsectors in the agriculture in North Macedonia and its impact on the agricultural GDP ofthe country is around 17 – 20 %. Social factors were examined by the demographictrends, level of education and social groups, cultural believes and values. In NorthMacedonia the wine is a part of the culture especially among the Christian populationand wine production in this region has deep roots, even before the Christianity. Stillthe wine culture is not the on the level as it is in Italy and France, and the consumersare lacking wine education. For the technological environment important benchmarksare innovation, technology transfer and technological development. Furthermore, theecological standards in North Macedonia are facing a lot of challenges considering thebiodiversity, recycling of raw materials, air, and water pollution. In the analysisregarding the legal factors the laws and regulations that are affecting the wine industrywere considered.

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