Prospective Industries: An Assessment of the Performance and Competitiveness of Vineyards in Central Poland
Prospective Industries: An Assessment of the Performance and Competitiveness of Vineyards in Central Poland

Summary/Abstract: Climate change is affecting agriculture worldwide, enabling wine production in regions previously considered unfavourable. Poland, including its central region encompassing the Łódzkie, Mazowieckie and Świętokrzyskie provinces, is increasingly taking advantage of these conditions. An improved climate favours the establishment of vineyards and strengthens the region's position within the growing wine industry. The aim of this study was to assess the competitiveness of wineries in central Poland, with a focus on the role of marketing strategies and internal resources in shaping their market position. A qualitative approach was used, based on semi-structured interviews with 10 winery owners and an extended SWOT analysis. This made it possible to identify key strengths and weaknesses, as well as opportunities and threats affecting the industry. The results indicate that wineries are capitalising on local strengths, but face difficulties such as limited distribution channels, poor promotion and changing consumer preferences. Increasing competitiveness requires an expanded distribution network, more effective promotional activities and stronger regional cooperation.

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