Publicação

Portuguese wine sme competitiveness

Ver documento

Detalhes bibliográficos
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.
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

Registos relacionados

Registos relacionados