Publicação

Análise do mercado de vinhos nos EUA. Situação actual de Portugal: análise e reflexão sobre estratégias futuras

Ver documento

Detalhes bibliográficos
Resumo:The United States of America is the world’s biggest economy and one of the most important consumers and importers of wine in the world. Although the exports of Portuguese wine have been increasing in the recent years, there has been a generalized over-production. For these reasons, the question was raised: why isn’t the Portuguese wine more exported to the US market? Based on these evidences and trying to find answers for the above question, this work (1) analysed the grape and wine production in the world and, in a more specific way, in Portugal and the USA; (2) verified the context of the world, Portuguese and US wine consumption; (3) studied the Portuguese wine exports, specially to the USA; (4) characterized the US wine industry and how it works and (5) analysed the US consumer and his/her wine consumption habits and preferences. It was possible to understand the ways and solutions followed by the international and Portuguese successful cases in the US wine market. Based on this and on the potential of Portuguese wine, some possible strategies were presented targeting wine producers and the several agents of the Portuguese wine industry in order to increase wine exports to the USA.
Autores principais:Rodrigues, Mafalda Fernandes Vasques
Assunto:wine US wine markets portuguese wine importance exports successful cases future strategies
Ano:2012
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade de Lisboa
Idioma:português
Origem:Repositório da Universidade de Lisboa

Registos relacionados

Registos relacionados