Contents

1. Introduction………………………………………………...……………………2

2. SKOVIN WINERY………………………………………………………......…3

2.1 Strengths……………………………………………………….…………….3

2.2 Weaknesses…………………………………………………………………..4

2.3 Opportunities………………………………………………………...………4

2.4 Threats……………………………………………………………………….4

3. TIKVES WINERY……………………………………………………..………..5

3.1 Strengths……………………………………………………………………..6

3.2 Weaknesses…………………………………………………………………..6

3.3 Opportunities……………………………………………………….………..6

3.4 Threats…………………………………………………………........….……7

4. Conclusion………………………………………………………….…………..…..8

5. References……………………………………………………………….…...........9

Introduction
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SWOT analysis is a simple exercise planning alternatives when making strategic decisions. Was
first described in the late 60 th anniversary of Edmund P. Learned, C. Roland Christiansen,
Kenneth Andrews, and William D. Guth. In 80 years was used by the Council for Development
of General Electric. Basically consists in identifying the strengths (S - strenghts) and weaknesses
(W - weaknesses) of the organization and opportunities (O - opportunities) and threats (T -
threats) of the working environment. Most of the strengths and weaknesses are internal character
that depend directly on the organization, while most of the opportunities and threats from
external nature, that depend on external factors and usually can not be controlled. For these
reasons, the SWOT analysis is sometimes called Internal-External or IE analysis. 1 What is most
important in this analysis is to thoroughly and impartially analyze and state the facts. In an
indication of strengths, for example, should be taken not to overestimate, and meanwhile it is
also important not to be too modest, they should be underestimated. After completion, SWOT
analysis should show which factors (strengths, opportunities) to positively affect the organization
achieve its goals, and what factors (weaknesses, threats) stand as an obstacle on that road. SWOT
analysis is one of the instruments that can serve the manager in creating strategy. This is an
analytical method in 4 steps are trying to show the strengths, weaknesses, opportunities and
threats for a particular phenomenon or situation, however, should take into consideration that it is
a subjective method. Each company must take account of interior and exterior decoration. In this
context, this analysis can be understood as a display of inner strength and weakness of the
organization and external opportunities and threats the organization faces. For the successful
functioning of a company, it must be effective, ie to produce real things that are demanded on the
market, which includes external components. And on the other side to be effective which in turn
implies internal components. Effective or successful operation which is based in an efficient
manner can be achieved if:

 Use-silini, strengths, advantages

 Remove, weaknesses, shortcomings, flaws
 Use-chance opportunities, a chance
 Avoid-threats, dangers
SKOVIN WINERY

1
Suklev, Bobek . 2007, Management, Faculty of Economics, seventh edition, Skopje
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Skovin Winery was founded in 1979. The residents of Skopje have long considered a place
where you can find authentic homemade wine. From 2002 Skovin grown into a modern winery
that in the processing of grape and wine production follows the most modern technological
trends in the wine world. The tradition of wine production in Macedonia dating from the time of
the ancient Romans.2 Thanks to the extremely favorable location and climate, over the centuries
in these regions are cherished indigenous varieties of grapes that give wine a distinctive flavor
and aroma. Skovin extender is a centuries-old tradition of producing wine from the wine region
units. It is known for the unique taste of the grape clusters are pressed severity of the winter ice
and the sun and long dry summers characteristic of this area. The Skovin vineyards cover an area
of 450 hectares in the outskirts of Skopje. They are located far from the industrial region, under
the mountainside of Vodno, at the location Markova Reka. The ecological environment and the
year round abundant sunny days add to the high percentage of sweetness and quality of the
grapes.

Strengths
Skovin is a modern winery that produces wine from the Skopje area and is included in the
medium wineries. What can be pointed to as coined strengths are high quality vineyards, wine-
manufacturing according to high-tech procedures. Packaging of guilt is sopred designed bottles
and labels, innovation of new products, besides manufacturing of wine and brandy production.
These advantages can be used to external factors that significantly affect the efficiency of the
winery and have a greater delivanje oscillating operation. Also packaging as part of promotion
strategy of guilt which is a modern design to be used as a bargaining chip or as a potential for
gaining customers. The development of new products especially brandy Markov monastery and
taking into account that in this region traditionally consumed such drinks and the previously
acquired image of good wine can break the market and occupy a significant part in the share of
the financial gain. Modern manufacturing technology is another strong side of the winery,
especially if we take the fact that the winery has HACCP standard, and to produce quality wine
and it is adequately treated in the technological process of manufacturing.

Weaknesses

2
www.skovin.com.mk
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Weaknesses are the small winery producing capacity. It involves manufacturing is limited
amounts of wine and brandy. Therefore percent risk if you get bad materials for the work that
grape quality is poor with low levels of sugar and juice to the final products are poor of quality.
This fact should be treated separately because the winery is declared as producers of wine from
the Skopje region with a distinctive taste, aroma and flavor of their own products. Another
weakness of having the company's dependence on imports of glass bottles and cork stoppers for
closing the bottles. This failure should be controlled and to have a second option for purchasing
this type of materials to work.

Opportunities
The opportunities for the company to seize the potential to subsidize repromatrijal should use in
their own manufacturing, tax exemptions, resulting profits, which is exempt from taxation to
invest to increase manufacturing capacity, increasing product range. As the production of
sparkling wines and the wines that are special edition and a limited quantity. Such products can
enable the company to increase manufacturing volume and scope of work and thus offer
competitive prices and special limited quantities to have a higher rate and earlier this series will
be reserved for clients who have such a claim.

Threats
Threats to the company come from larger wineries who can offer and offer lower prices and have
aggressive marketing campaigns for their products. It involves the major media companies bye
good space and better position the sale points in large super markets and have their opportunity
to sell products in foreign markets. The impact of prices of major manufacturers in particular
manufacturing facilities are limited and opportunity exist for reducing costs and maintaining cost
effective operations. The winery has its own plantations for manufacturing but a good part
quantities of grapes purchased by the subcontractor contracts to individual producers or by
purchasing a particular variety of grape. Inability to store cash wine and it means inability to buy
grapes from the current harvest and the creation of a stock.

TIKVES WINERY
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Tikves Winery is located in the heart of Tikvesh wine region, the most famous wine region of
Macedonia. This is where the Mediterranean climate of the south meets the continental winds
from the north, thus creating excellent conditions for producing grapes that are temperamental,
complex wine with rich fruit flavors. Spread over an area of 100,000 m², Tikves Winery has 350
employees and is the largest winery in Macedonia. Annually, about 30,000 tons of grapes are
processed in our winery, and the products sold in Macedonia and more than 15 foreign countries.
As a result of a harmonious climactic and geographic convergence, the Tikves region is a perfect
place for the cultivation of the people’s favorite, wine, something we have been producing for
over 2,500 years.3 It is a place where hard-working people have lived for and from wine, where
entire villages have grown up dedicated to wine, built by people whose days and nights are
devoted to one thing only: to growing, cherishing, and enjoying wine. A large fertile plain of
about 2,000 square kilometers makes up the Tikves region, located in central Macedonia and
enclosed by mountain highlands on three sides. It consists of gentle undulating hills at an average
of 300 meters above sea-level, and its climate is characterized by long, hot summers and mild
and rainy sub-Mediterranean winters with an average of 460 mm of rainfall each year. Spring is
shorter, some say fresher here and autumn is a bit longer and warmer. Its altitude varies between
110 and 650 meters and the Vardar River, the country’s principal river, cuts the valley into
western and eastern sections. These two sections are very different in their relief, climate, surface
waters, soil quality and flora and fauna. The valley’s eastern section is arid and sparsely
populated, while the western section is fertile and, compared to that of the east, much more
densely populated. This area is also rich in forests, minerals and pastureland and resembles an
oasis with a virtual Valhalla of vineyards and orchards.

Strengths
Vinarii Winery is the largest in Macedonia with a capacity for manufacturing and storage of
wine. The winery produces several types of white wines and red wines, spcecijalni limetireani
series and manufacturing of bulk wines and brandy. Materials for manufacturing 70% receives
from its own plantations while the rest through the purchase of individual producers. The winery
is not dependent on getting the materials for manufacturing from foreign producers and is located
3
www. tikves.com.mk
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in an area that has traditionally been a major area for manufacturing of wine. Brand that has built
a winery is strong and represents the qualities synonymous with wine in the country and the
wider region, marketing activities are continuous and affect stability and image of the company.
The winery has established distribution of bottled wines in several European countries that
would provide a good financial benefit. Also manufacturing of bulk wine in large quantities and
is an additional element of profit. There is good distribution channels and stores only for their
wines. The image is further strengthened by appearing as a sponsor of important social events.
Technical - technological process for manufacturing, bottling and storage of wine by the high
standards for manufacturing of wine.

Weaknesses
The winery has no major weaknesses in the sector in which works and survives. How
weaknesses in terms of increased profitability can be considered as not enough Macedonian wine
brand in foreign markets and export quotas, which the Republic of Macedonia are the countries
where Macedonian wine exports. Lack of manufacturing capacity for manufacturing of bottles
for bottling the wine and cork stoppers which increases the cost of their delivery and directly
affects vrs competitiveness of foreign markets and the price of wine.

Opportunities
The winery is located at appropriate geographic area for manufacturing wine and brandy, this
region has the ideal climate for growing vine that can deliver fruit of high quality and distinctive
smell and taste and as such can be exploited as an asset in the promotion of own products. Given
the great region for wine manufacturing company can increase manufacturing but also to
rationalize and thus increase its efficiency, productivity and profitability. Opportunities that are
provided with tax relief and engaging the country's increasing export quotas of bottled wine they
properly used and to be treated in the process of making strategic management decisions for the
development of the winery. By changing the type of vines planted on their own and replacement
with the kind that will deliver a product that is sought after evroski the market but with the
characteristics of the Macedonian Tikvesko wineyards will get high quality wine with
characteristics that are required for consumption. The country that most exports is the Federal
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Republic of Germany which is a big market and there are opportunities for a breakthrough on the
Macedonian wine that market.

Threats
Largely negative impact on wet winery has the size and quality of the grapes in the annual
harvest. It involves investing in production of grapes and get low quality and in small quantities
directly affect the final product. Therefore it is necessary planned and organized to follow the
manufacturing process and aims to ensure to avoid a domino effect of bad product. The next
factor that would affect the winery to export quotas of bottled wine for the Republic of
Macedonia. That means if a particular winery earlier with a foreign distributor contract in large
quantities for export of bottled wine can be met quota and not exported wine is the main product
of which the company achieves profitability and profitability.

Conclusion

By making a SWOT analysis of the Macedonian wineries and SKOVIN TIKVES, and analyzing
their strengths, opportunities, constraints and threats can conclude the following:
SKOVIN Winery is a small winery located in the Skopje region, which is recognizable by the
distinctive wine manufacturing. The number and pallets of products is relatively small and
concentrated on manufacturing of recognizable types of wines. Most of the grapes for
manufacturing wine and brandy receives from the subcontractor agreements from individual
producers and is relatively dependent on their purchase and the quality of grapes produced. As a
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small winery can be easily adapted to the market and to travel with products that are demanded
in the market. Although among the small winery is export oriented and 75% of total
manufacturing is intended for foreign markets and thus achieve good liquidity and profitability.
TIVES winery is a great company located in the geographic area known for manufacturing of
wine and winery with a tradition that persisted over decades in the market, the winery's brand in
Macedonia but also well known in the region. Produces high quality wine with a wide range of
white, red and sparkling wines. It’s not very dependent on the materials for manufacturing
because the winery has a plantation of grapes for manufacturing. There are well-positioned
image and brand its products which allows better penetration of the market. Winery produces
bulk wine to sell in Macedonia and the foreign market. Excellent technical-technological process
of manufacturing of quality wine with grapes winery has the largest collection of awards and
gold medals for own products. Investing in promotion and branding of their own wine on the
foreign market will allow all produced wine to bottled wine exported and have excellent
financial results and provide a position in which you can plan and markets, products according to
their needs and requirements. Apart from export quotas and the nonregognize quality the
Macedonian, the winery has no factors that directly adversely affected in its operation.

References

1. Suklev, Bobek . 2007, Management, Faculty of Economics, seventh edition, Skopje

2. www.skovin.com.mk
3. www. tikves.com.mk