Export strategy for the market entry of Companhia das Lezírias in Germany

Detalhes bibliográficos
Autor(a) principal: Christ, Eva
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.5/15838
Resumo: Mestrado Vinifera Euromaster - Instituto Superior de Agronomia - UL
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spelling Export strategy for the market entry of Companhia das Lezírias in Germanyexport strategygerman wine marketCompanhia das LezíriasSWOT analysisdistribution channelsMestrado Vinifera Euromaster - Instituto Superior de Agronomia - UL"Companhia das Lezírias", an important and ambitious winery of Portugal has the vision to export its sustainable and unique wines to Germany. Composing a detailed export strategy for the German wine market, was the main goal of this master thesis. The specific task encompassed the evaluation of the market potential for implementation of the wineries brand "Tyto Alba". To generate the best market entry possible several measurements are conducted: Firstly the analysis of internal strength and weaknesses of the winery Companhia das Lezírias and the product intended to be exported, to generate a specific adapted market research. The applied tools used are a PEST-Analysis, which included Politics, Economics, Society and Technology of Germany, which sketch the country Germany and its inhabitants. Furthermore a detailed wine market analysis is performed by outlining the whole supply chain, starting by the domestic wine production, import relations, the diversity of distribution channels and the position of Portuguese wine on the German wine market. The wine consumer analysis make it possible to narrow the target group for the wine brand and locates ideal potential consumers in the three federal states Hessen, Rhineland-Palatine and Nordrhein-Westfalen. Through the aid of a SWOT-analysis and the creation of a TOWS-Matrix, it is shown that the German wine market on the one hand is highly competitive and characterized by a high price pressure of the discounters, but on the other hand offers great opportunities for premium priced wines, innovative packaging and outstanding wine growing regions. The implementation of the wine brand "Tyto Alba" has therefore great chances on the German wine market, by focusing on the evaluated target group and the distribution channel of the specialist retailers. Four possible marketing strategies are the additional outcome and confirm the implementation of the product on the German wine marketISASilva, Francisco Gomes daRepositório da Universidade de LisboaChrist, Eva2018-07-24T13:17:38Z20172017-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.5/15838engChrist, E. - Export strategy for the market entry of Companhia das Lezírias in Germany. Lisboa: ISA, 2017, 61 p.info: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:RCAAP2023-12-17T01:31:28Zoai:www.repository.utl.pt:10400.5/15838Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:01:24.015335Repositório 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 Export strategy for the market entry of Companhia das Lezírias in Germany
title Export strategy for the market entry of Companhia das Lezírias in Germany
spellingShingle Export strategy for the market entry of Companhia das Lezírias in Germany
Christ, Eva
export strategy
german wine market
Companhia das Lezírias
SWOT analysis
distribution channels
title_short Export strategy for the market entry of Companhia das Lezírias in Germany
title_full Export strategy for the market entry of Companhia das Lezírias in Germany
title_fullStr Export strategy for the market entry of Companhia das Lezírias in Germany
title_full_unstemmed Export strategy for the market entry of Companhia das Lezírias in Germany
title_sort Export strategy for the market entry of Companhia das Lezírias in Germany
author Christ, Eva
author_facet Christ, Eva
author_role author
dc.contributor.none.fl_str_mv Silva, Francisco Gomes da
Repositório da Universidade de Lisboa
dc.contributor.author.fl_str_mv Christ, Eva
dc.subject.por.fl_str_mv export strategy
german wine market
Companhia das Lezírias
SWOT analysis
distribution channels
topic export strategy
german wine market
Companhia das Lezírias
SWOT analysis
distribution channels
description Mestrado Vinifera Euromaster - Instituto Superior de Agronomia - UL
publishDate 2017
dc.date.none.fl_str_mv 2017
2017-01-01T00:00:00Z
2018-07-24T13:17:38Z
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/10400.5/15838
url http://hdl.handle.net/10400.5/15838
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Christ, E. - Export strategy for the market entry of Companhia das Lezírias in Germany. Lisboa: ISA, 2017, 61 p.
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.publisher.none.fl_str_mv ISA
publisher.none.fl_str_mv ISA
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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