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Fatores críticos de sucesso na exportação de vinho português: o caso da Sogrape
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| 894.19 KB | Adobe PDF |
Advisor(s)
Abstract(s)
O sector da exportação de vinhos em Portugal está sujeito a grande concorrência. São vários os fatores críticos de sucesso apontados na literatura. Este estudo tem como objetivo realizar uma análise de caso da Sogrape, enquanto exportadora de vinhos, para compreender que estratégias adotou para se estabelecer como principal exportador português. Recorreu-se a diversos tipos e fontes de informação, como dados estatísticos, materiais promocionais, entrevistas com altos responsáveis, para realizar uma análise em profundidade das estratégias de marketing, aplicáveis à exportação da Sogrape. Como resultados foram identificados alguns fatores críticos de sucesso. A marca deve ser explorada, sendo fundamental a existência de duas ou três referências de alto relevo dentro dos seus portefólios de produtos, o qual deve ser variado e conter também oferta a preços competitivos. A qualidade dos produtos e uma comunicação forte nos países alvos são estratégias a não descurar. Estes resultados são debatidos e interpretados no contexto mais amplo do marketing de vinhos.
The wine export sector in Portugal is subject to great competition. There are several critical success factors detailed in the literature. This study aims to conduct a case study of Sogrape, as a wine exporter, to understand which strategies it adopted to establish itself as the main Portuguese exporter. Several types and sources of information were used, such as statistical data, promotional materials, interviews with management, to conduct a deep analysis of the marketing strategies used in Sogrape´s exporting activities. As results, some critical success factors were identified. The brand should be explored, and its essential the existence of two or three high caliber references in its product portfolio, which should be varied and also include options at competitive prices. The quality of the products and a strong communication in target countries are also importance strategies to adopt. These results are debated and interpreted in the light of the wider context of wine marketing.
The wine export sector in Portugal is subject to great competition. There are several critical success factors detailed in the literature. This study aims to conduct a case study of Sogrape, as a wine exporter, to understand which strategies it adopted to establish itself as the main Portuguese exporter. Several types and sources of information were used, such as statistical data, promotional materials, interviews with management, to conduct a deep analysis of the marketing strategies used in Sogrape´s exporting activities. As results, some critical success factors were identified. The brand should be explored, and its essential the existence of two or three high caliber references in its product portfolio, which should be varied and also include options at competitive prices. The quality of the products and a strong communication in target countries are also importance strategies to adopt. These results are debated and interpreted in the light of the wider context of wine marketing.
Description
Keywords
Marketing vínicola Vinho Sogrape Exportação