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Portonic: a potential blue Ocean strategy in the Port wine industry
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| 3.02 MB | Adobe PDF |
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Resumo(s)
The Port wine industry is world-renowned for its traditionalism and prestige. In 2021, the
Instituto dos Vinhos do Douro e do Porto approved the production and commercialisation of
Portonic drinks by the sector’s companies. This new product line sets itself apart from the
remaining industry offerings, intended to appeal to a broader customer base and increase Port
wine consumption. The purpose of this work project is to analyse the Portonic brand as a
potential Blue Ocean Strategy using the Blue Ocean frameworks, assessing its impact on the
industry and characterising the Port wine industry as a Red Ocean.
Descrição
Palavras-chave
Strategy Wine industry in Portugal Port wine industry Blue ocean strategy Portonic Ready-to-drink alcoholic beverages