International Marketing Plan

Introduction
Murfatlar is the market leader on the wine market in Romania, holding a share of around
22%. Currently has a vineyard area of over 3,000 hectares, the largest winery in the country. Is part of the
Euro Group, whose main shareholders are more domestic investors. The same group also includes the
company Euroavipo manufacturer brands "Unirea and Hanul Arsa, manufacturer of mineral waters'
Bibco BIBORTENI and sausage producer Principal Construct Prahova.
Continental climate, the diversity of vineyard location, the protective effect of relief against cold
currents predominantly north-eastern, the favorable impact of the Black Sea neighborhood, which tempers
the heat and excessive frosts offers vineyard Murfatlar particular microclimate favorable for achieving a
wide variety of wines.
One of the main attractions of a visit to Murfatlar is the taste, which may be either landmark site or in
one of two specially arranged tasting rooms near the museum. Tourists will receive initiation into the art
of tasting by experts. A tasting session can range from 5 to 8 samples of wine from different years and
types of famous winery Murfatlar.
Murfatlar follows a strategy mix of promotional tools, participation in fairs and exhibitions are very
important in this respect. In 2010 we invested 2.2 million to increase the capacity of fermentation /
storage of wines white / red in temperature-controlled stainless steel tanks. The capacity was expanded by
9.4 million liters. However, the company abandoned storage in wood. At the end of this investment, the
total capacity of fermenting / storage amounted to 42.5 million liters of wine.
Murfatlar vineyard is located in southeast of Romania, between the Danube and the Black Sea, in the
center of Dobrogea Plateau. It is the largest area of vineyards on about 2,000 acres in farms in Basarabi,
Poarta Alba, Valu lui Traian, Siminoc. Viticulture is the main occupation of the inhabitants of this area in
ancient times.1

Murfatlar Awards
Murfatlar Romania won two medals at the International Vino Ljubljana in 2009 ; Gold medal for the
wine named Lacrima lui Ovidiu ; Murfatlar famous winery also received recognition quality by
obtaining the silver medal for Muscat Ottonel 1990 ; Murfatlar Romania meet the challenge every year to
participate in the competition with the best wines from around the world, starting in 2009 promising to
give 20 medals in international competitions wine such as: Brussels World Contest - New Farm
Chardonnay silver medal , International Competition in Bucharest - 3 gold medals for Cabernet
Sauvignon Sec Murfatlar Murfatlar Mystery Pinot Gris 1982 Chardonnay 1982 Mystery Murfatlar three
silver medals for Chardonnay Late Harvest Chardonnay New Farm , Tear of Ovid 12 , Challenge
International du Vin - Muscat Ottonel dowry bronze medal. Until now , Murfatlar managed to assemble

www.murfatlar.com

an impressive portfolio of over 190 medals. Currently Murfatlar maintains market leadership local wine
gained 5 years ago.2

Swot Analysis
Strengths:
ranked second among national wine products
owns 10 production facilities that can process about 30,000 tons of grapes in a season
storage capacity of 1.2 million hectoliters
4 complete bottling line with a capacity of 10,000 bottles per hour
bottling lines equipped with modern equipment imported from France and Spain
teams of specialists who attended training in France
a wide range of wines both domestic market and along the external: red wines (Merlot, Pinot,
Noir, Cabernet Sauvignon) and white wines (Sauvignon Blanc)
Weaknesses:
poor quality of raw material which society from suppliers
providers do not have specialists to monitor and maintain pure grape varieties grown and thus
lowers production quality and quantity
in 1990 was dropped because distillation range of problems
Wine prices are less differentiated because of our location in class quality wines close
bottling capacity is used in proportions of 70%
Opportunities:
raw material comes from one of the most famous wine in Romania
attracting a foreign investor
increasing demand for Romanian wines
appearance and modernization of wine salons
Threats:
the emergence of new companies that produce and imbuteliza wine and using the same
suppliers
external customer demand for new types of wine is satisfied by other forms of Romania
offensive strategy main competitor SC Vincon SA which is used extensively by national and
international networks of supermarkets
increasing excise duties on alcoholic beverages3

2
3

www.ziare.com ; www.realitatea.net
www.murfatlar.com; www.wikipedia.com