Internationalization strategy of Aveleda’s Wine in the Chinese market

Abstract

One of the main products which the Portuguese nation might be more competitive is the wine. Portugal has a large variety of native breeds, producing a very wide variety of different wines with distinctive personality. With all these characteristics and with the current economic context, one thing must be done: Internationalization. Aveleda is one of the largest wine producers in Portugal and early the company’s commitment was to show their high experience and high quality of wines to the world. Therefore, the current largest producer/exporting company of VV1, a type of wine from a unique region in the world, have an undoubtedly competitive advantage in other markets. Actually, over 60% of the production is exported meaning that an increasingly investment on foreign markets will be the key for the company’s success in the long term. Casal Garcia, the most known Aveleda’s VV wine is the reflex of that and is now considered the most sold VV in the world. Given ambitious as a SME to expand market boundaries, China will be a great opportunity due to its enormous potential of consumption and the desire of new experiences/products from the occident. I developed an entry strategy and an Implementation Plan towards China, where the conditions are favorable for Aveleda to be a successful wine vendor in the near future, despite the impact of the current Portugal’s image not favor at all.