Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea

Detalhes bibliográficos
Autor(a) principal: Bachu, Nanditi Pradipe
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/123986
Resumo: Pimentel is a Douro valley wine SME intending to increase its international reach. From a country screening, Germany and South Korea arose as exporting destinations, such that potential partners and complementary marketing recommendations were provided for South Korea. Thus, a market assessment was developed, providing prospect distributing partners serving off-trade and on-trade vendors in Seoul. By employing the STP and 4P frameworks, a “Growing Wine Drinkers” segment encompassing millennials and middle-aged men and women was selected as the target group, and Pimentel was recommended to uphold an affordable premium imagery, to balance competitiveness with a quality perception.
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spelling Portuguese wine SME competitiveness - potential partners and marketing recommendations for south KoreaEntry strategyInternationalizationMarket selectionMarketingSme competitivenessStrategic analysisSouth KoreaPotential partnersWineDomínio/Área Científica::Ciências Sociais::Economia e GestãoPimentel is a Douro valley wine SME intending to increase its international reach. From a country screening, Germany and South Korea arose as exporting destinations, such that potential partners and complementary marketing recommendations were provided for South Korea. Thus, a market assessment was developed, providing prospect distributing partners serving off-trade and on-trade vendors in Seoul. By employing the STP and 4P frameworks, a “Growing Wine Drinkers” segment encompassing millennials and middle-aged men and women was selected as the target group, and Pimentel was recommended to uphold an affordable premium imagery, to balance competitiveness with a quality perception.Delgado, João PedroRUNBachu, Nanditi Pradipe2024-01-04T01:30:41Z2021-01-132021-01-042021-01-13T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123986TID:202739708enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:05:24Zoai:run.unl.pt:10362/123986Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:45:17.284129Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
title Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
spellingShingle Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
Bachu, Nanditi Pradipe
Entry strategy
Internationalization
Market selection
Marketing
Sme competitiveness
Strategic analysis
South Korea
Potential partners
Wine
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
title_full Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
title_fullStr Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
title_full_unstemmed Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
title_sort Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
author Bachu, Nanditi Pradipe
author_facet Bachu, Nanditi Pradipe
author_role author
dc.contributor.none.fl_str_mv Delgado, João Pedro
RUN
dc.contributor.author.fl_str_mv Bachu, Nanditi Pradipe
dc.subject.por.fl_str_mv Entry strategy
Internationalization
Market selection
Marketing
Sme competitiveness
Strategic analysis
South Korea
Potential partners
Wine
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Entry strategy
Internationalization
Market selection
Marketing
Sme competitiveness
Strategic analysis
South Korea
Potential partners
Wine
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Pimentel is a Douro valley wine SME intending to increase its international reach. From a country screening, Germany and South Korea arose as exporting destinations, such that potential partners and complementary marketing recommendations were provided for South Korea. Thus, a market assessment was developed, providing prospect distributing partners serving off-trade and on-trade vendors in Seoul. By employing the STP and 4P frameworks, a “Growing Wine Drinkers” segment encompassing millennials and middle-aged men and women was selected as the target group, and Pimentel was recommended to uphold an affordable premium imagery, to balance competitiveness with a quality perception.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-13
2021-01-04
2021-01-13T00:00:00Z
2024-01-04T01:30:41Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/123986
TID:202739708
url http://hdl.handle.net/10362/123986
identifier_str_mv TID:202739708
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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