MARKETING ACTIVITIES AND SALES OF MACEDONIAN WINERIES IN A CONDITION OF PANDEMIC COVID-19

Snezana Ristevka-Jovanovska () and Ana Dimovska ()
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Snezana Ristevka-Jovanovska: Saints Cyril and Methodius University of Skopje
Ana Dimovska: Saints Cyril and Methodius University of Skopje

BH Ekonomski forum, 2020, vol. 13, issue 2, 43-59

Abstract: Covid-19 has implications on the overall operation of Macedonian wineries and di- rectly affected the decline in domestic sales and export to international markets. The HORECA sector stopped working completely or partially in all countries. The crisis affected the partial or total cuts of marketing costs, by postponing or cancelling planned projects. The wineries failed to sell the planned quantities and were forced to make significantly lower purchases for the 2020 harvest than in previous years. The paper presents a large number of data received from the Association Wines of Macedonia, Customs Office of the Republic of North Macedonia, Ministry of Agri- culture, Forestry and Water Economy of the Republic of North Macedonia, State In- spectorate for Agriculture, Internet articles containing topics relevant to the resear- ch. The additional data presented were collected from Macedonian wineries through a questionnaire on operations during the corona crisis. This paper provides an overview of the problems faced by Macedonian wineries during the corona crisis in terms of marketing and sales, primarily in international markets and analyzes the declined average price and reduced investment in marke- ting.

Keywords: North Macedonia; Macedonian wineries; Covid-19; implications; marketing; wine (search for similar items in EconPapers)
Date: 2021-04-22
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