Resumen

ARMENTA CEJUDO, Ramón Antonio. Estrategias de mercado en la industria vitivinícola del noroeste de México. Región y sociedad [online]. 2004, vol.16, n.31, pp.119-162. ISSN 2448-4849.

From the late 1960s, the production chain of industrial grape is in a overproduction crisis, which results in lower prices for raw materials and finished products. In order to counteract the lower prices, industry is implementing various strategies aimed at attaining quality, efficiency, and backward-forward integration; therefore, it is now more competitive in the world marketplace. Both wine industry in Baja California and eavdevie, concentrate, and raisin industry in Sonora have been affected by the opening of markets. The farm producers are the ones who most feel the effects of the entry of products from abroad. In order to analyze the problems that the wine industry confronts, the theoretical-methodological tools of the theory of industrial organization or industrial economy were used. Besides, the analysis was focused on the market strategies that companies implement.

Palabras llave : wine industry; industrial organization; market strategies; production chain.