Analysis of Tokaj wines based on 7Ps of the marketing mix

Abstract

Tokaji wines were very famous in the past. Everyone who is involved in wine business in Tokaj region has been working on restoration of its fame for a long time but still, there is a lot to do. In order to be successful in it a strong marketing activity is a must. As first step the given market conditions should be precisely analyzed. The way I did it was using the 7P of marketing mix instead of 4P only. The planned next step is a field research that would add information to my already existing studies (secondary researches). Based on its results the integrated marketing communication system should be worked out by the help of which the Tokaj wines could be repositioned effectively.