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This document provides the details of the initial market assessment of VitiGEOSS solution performed in the first 18 months of the project. Important insights from the wine and precision viticulture market, namely the market size, growth prospects, country and regional dynamics, trends, drivers and challenges, have been identified.
The first section is dedicated to a general overview of VitiGEOSS, explaining the project main goal in deploying an innovative commercial information solution to optimise sustainable grapevine cultivation via decision support systems (DSS) on phenology, irrigation, fertilisation, disease and business and sustainability management. The main distinctive factors of the envisioned VitiGEOSS solution are also described, as well as the partners involved and their contribution in terms of expertise, competence and operational capacity to deliver the project objectives.
The second section describes the market context, starting with a comprehensive analysis of the wine market, namely its historical performance in terms of vineyard surface area, wine revenue and production and a deeper analysis of the regional dynamics within the European leading countries (Italy, France, Spain, Germany, and Portugal), since they are considered the primary addressable market for VitiGEOSS.
In this second section is also presented the dimension of the precision viticulture market, as well as its segmentation and estimated forecasts. The main market drivers and challenges that explain the future development of the market are analysed due to its importance for the commercialization of VitiGEOSS. In terms of demand, since precision viticulture has a great potential for exploitation within the European wine sector, it is analysed how VitiGEOSS positions itself in the value chain and how its potential client base is segmented. The key buying criteria, preferences, and barriers to adoption are identified based on the main insights gathered from professionals in the vineyard sector in sessions organized within the VitiGEOSS project scope.
In the last chapter of the second section, it is conducted a competition assessment to gather useful insights on market competitors’ current offer as well as to learn from their strengths and weaknesses. Through our approach, 5 main competitors were selected and analysed in term’s of its company’s history, its financials, the software commercial offering, the product features provided, the geographic availability and main customers, the distribution channels and the pricing structure.
Lastly, in the third section a SWOT analysis is provided as an overview of the project’s Strengths, Weaknesses, and Opportunities and Threats in relation to the precision viticulture market, that will be revisited on an ongoing basis. To conclude, the preliminary critical success factors for VitiGEOSS adoption are identified in technological and market terms.