Port wine characterisation and positioning in Portugal

• Author(s): Loureiro, Norberto ; Fernandes, Paula Odete
• Date: 2011
• Persistent ID: http://hdl.handle.net/10198/4972
• Origin: Biblioteca Digital do IPB
• Subject(s): Positioning; Strategic product; Port Wine
• Document Type: Conference object
• Language: English
• Contributor(s): Biblioteca Digital do IPB

Description

Port wine is a fortified wine produced in the demarcated region of Douro. This region is situated in the northeast of Portugal, in the Douro hydrographical basin, surrounded by mountains that give it exclusive mesologic, climacteric and agrologic characteristics that enable the production of quality wines. Port wine is the most successful of all Portuguese wines throughout the years, home and abroad. This article aims at characterizing and analysing the positioning of the Port Wine brand in the context of Portuguese wine brands, and to define strategies for this brand. In order to achieve this, indicators and management tools such as SWOT Analysis, General Electric/McKinsey Matrix and Porter Generic Strategies were used. From the analysis it can be understood that the Port Wine brand occupies a favourable position in the wine market with an important role in the national economy, and as such it should be ever more promoted and its potential further reinforced abroad to make the most of its brand value and potential for the brand, the country and other national wines. JEL: M10; M30.