A carregar...
Publicação
Portuguese wine sme competitiveness
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.01 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Entry strategy Germany Internationalization Marketing Market selection Potential partners Sme competitiveness Strategic analysis Wine