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Portuguese wine SME competitiveness - potential partners and marketing recommendations for south Korea
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| 1.93 MB | Adobe PDF |
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Pimentel 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.
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Entry strategy Internationalization Market selection Marketing Sme competitiveness Strategic analysis South Korea Potential partners Wine