Application of the correlated competitive profile matrix for support adjustment to SMEs in winemaking

This paper introduces an augmentation to the widely applicable competitive profile matrix (CPM) in the form of statistical testing of the obtained evaluation results. The initial CPM form was transformed into a correlated CPM (CCPM) form, and the easily applicable CPM questionnaire was sent out to small and medium winemakers and wine experts (connoisseurs). The respondents' answers were statistically tested using correlation coefficient and p-value significance testing. The resulting correlation differences were observed, and, accordingly, recommendations were given for the examined wine producers' improvement and an optimal type of support to small and medium entrepreneurs in the wine business. Real field data obtained from Croatian winemakers were used as a case study for the proposed CCPM form.