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Resume
Bulgarian wineries operate in a highly competitive environment that defines success as a result of adaptation to the market.
The purpose of this article is to bring out the main factors contributing to the successful establishment of a product of the market in Bulgaria. Approach critical success factors (CSF) allow identifying those factors that are critical to the successful implementation of market potential.
J. Lapsley and K. Moulton (2001) identified as a key factor in market success of the wine products of their identity. This is most often associated with the marketing policy of the company that is positioned to commercialization.
Key success factors of the market in Bulgaria are knowledge of market segments, building brands based on regional characteristics, establishing close contact with customers through sales on spot and wine tourism.