Delgado, João PedroBachu, Nanditi Pradipe2021-09-062024-01-042021-01-132021-01-04http://hdl.handle.net/10362/123986Pimentel 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.engEntry strategyInternationalizationMarket selectionMarketingSme competitivenessStrategic analysisSouth KoreaPotential partnersWinemaster thesis202739708