Centeno, VictorGuedes, Maria do Carmo Bello2016-05-252016-05-252013-012013-01http://hdl.handle.net/10362/17555This paper studies the development of the brand Monte da Ravasqueira, in the Brazilian market. A brief industry analysis, together with the evaluation of microfactors, was undertaken in order to define a positioning statement, which would suit this specific brand. In addition, three strategic options were suggested in order to enter this market, followed by a marketing and communication plan. To conclude, a financial forecast was undertaken in order to examine the potential of the project.engOld world winesNew world winesViti-vinifera winesmaster thesis