Publicação
Portuguese wine sme competitiveness
| Resumo: | Pimentel is a Douro valley wine SME, in tending to increase its international scope. Hence, to derive potential foreign markets, a PESTEL-based geographical analysis was performed, resulting in a country ranking and clustering of 103 countries, from which the United Kingdom, Ireland, Germany and South Korea were selected to perform an in-depth analysis. Given their potential, Germany and South Korea were chosen for direct exporting, being provided with prospect partners and marketing recommendations, based on the STP and 4P frameworks. A financial assessment through the Discounted Cash Flow method proved the expansion to both markets to be viable. |
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| Autores principais: | Santana, Ana Beatriz Loureiro De Vasconcelos |
| Assunto: | Entry strategy Germany Internationalization Marketing Market selection Potential partners Sme competitiveness Strategic analysis Wine |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Pimentel is a Douro valley wine SME, in tending to increase its international scope. Hence, to derive potential foreign markets, a PESTEL-based geographical analysis was performed, resulting in a country ranking and clustering of 103 countries, from which the United Kingdom, Ireland, Germany and South Korea were selected to perform an in-depth analysis. Given their potential, Germany and South Korea were chosen for direct exporting, being provided with prospect partners and marketing recommendations, based on the STP and 4P frameworks. A financial assessment through the Discounted Cash Flow method proved the expansion to both markets to be viable. |
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