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Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea

2021-01-13Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorDelgado, João Pedro
dc.contributor.authorBachu, Nanditi Pradipe
dc.date.accessioned2021-09-06T20:18:12Z
dc.date.available2024-01-04T01:30:41Z
dc.date.issued2021-01-13
dc.date.submitted2021-01-04
dc.description.abstractPimentel is a Douro valley wine SME intending to increase its international reach. From a country screening, Germany and South Korea arose as exporting destinations, such that potential partners and complementary marketing recommendations were provided for South Korea. Thus, a market assessment was developed, providing prospect distributing partners serving off-trade and on-trade vendors in Seoul. By employing the STP and 4P frameworks, a “Growing Wine Drinkers” segment encompassing millennials and middle-aged men and women was selected as the target group, and Pimentel was recommended to uphold an affordable premium imagery, to balance competitiveness with a quality perception.pt_PT
dc.identifier.tid202739708pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/123986
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectEntry strategypt_PT
dc.subjectInternationalizationpt_PT
dc.subjectMarket selectionpt_PT
dc.subjectMarketingpt_PT
dc.subjectSme competitivenesspt_PT
dc.subjectStrategic analysispt_PT
dc.subjectSouth Koreapt_PT
dc.subjectPotential partnerspt_PT
dc.subjectWinept_PT
dc.titlePortuguese wine SME competitiveness - potential partners and marketing recommendations for south Koreapt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Double Degree in Management and International Business from the NOVA – School of Business and Economics and Maastricht University Faculty of Economics and Business Administrationpt_PT

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NSBE - MA Dissertations