Internationalization strategy of quinta dos termos to the U.S.A.

Abstract

Quinta dos Termos1 is a Portuguese family-owned SME, producing biological wines from Beira Interior. The roots of the company go back to 1945, but it was only in the XXI century, under the management of João Carvalho, that the company adopted a formal business approach and expanded its sales. Nowadays, Quinta dos Termos produces and sells award-winning D.O.C. wines from Beira Interior targeted at the premium and upper premium segments, to clients across the country. Facing a stagnant market in its maturity stage at home, the company has acknowledged the need to find new markets abroad and is willing to commit the necessary resources to do so. After performing an extensive analysis of the company and scanning for the most attractive international markets, it has been defined that the company should export its wines to the U.S.A, particularly, the metropolitan area comprising New York, New Jersey and Edison. This Work Project substantiates the attractiveness of the U.S. wine market and provides recommendations on the strategy to be pursued by Quinta dos Termos.