Chilean wine in the european market. A positioning mapping approach from Germany

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Current wine marketing requires a rethinking of business strategy in order to increase the current market share and international prestige. This paper provides a comparative diagnosis of the positioning of Chilean wine in the European market, focusing on the case of Germany. The working methodology...

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Autores principales: Diaz Osorio, Jose, Valdes, Rodrigo, Hernandez, Nicole
Formato: Artículo revista
Lenguaje:Inglés
Publicado: Facultad de Ciencias Agrarias-UNCuyo 2015
Materias:
estrategia de mercado
posicionamiento
competitividad
vino chileno
Alemania
market strategy
positioning
competitiveness
Chilean wine
Germany
Acceso en línea:https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3279
Aporte de:
Revista de la Facultad de Ciencias Agrarias UNCuyo de Universidad Nacional de Cuyo
id I11-R107article-3279
record_format ojs
institution Universidad Nacional de Cuyo
institution_str I-11
repository_str R-107
container_title_str Revista de la Facultad de Ciencias Agrarias UNCuyo
language Inglés
format Artículo revista
topic estrategia de mercado
posicionamiento
competitividad
vino chileno
Alemania
market strategy
positioning
competitiveness
Chilean wine
Germany
spellingShingle estrategia de mercado
posicionamiento
competitividad
vino chileno
Alemania
market strategy
positioning
competitiveness
Chilean wine
Germany
Diaz Osorio, Jose
Valdes, Rodrigo
Hernandez, Nicole
Chilean wine in the european market. A positioning mapping approach from Germany
topic_facet estrategia de mercado
posicionamiento
competitividad
vino chileno
Alemania
market strategy
positioning
competitiveness
Chilean wine
Germany
author Diaz Osorio, Jose
Valdes, Rodrigo
Hernandez, Nicole
author_facet Diaz Osorio, Jose
Valdes, Rodrigo
Hernandez, Nicole
author_sort Diaz Osorio, Jose
title Chilean wine in the european market. A positioning mapping approach from Germany
title_short Chilean wine in the european market. A positioning mapping approach from Germany
title_full Chilean wine in the european market. A positioning mapping approach from Germany
title_fullStr Chilean wine in the european market. A positioning mapping approach from Germany
title_full_unstemmed Chilean wine in the european market. A positioning mapping approach from Germany
title_sort chilean wine in the european market. a positioning mapping approach from germany
description Current wine marketing requires a rethinking of business strategy in order to increase the current market share and international prestige. This paper provides a comparative diagnosis of the positioning of Chilean wine in the European market, focusing on the case of Germany. The working methodology was based on the registering and market segmentation of the selection of wines on display on the shelves of supermarkets, hypermarkets and specialty stores. Subsequently, a comparative analysis was performed in order to evaluate the growth dynamism of this target market from 2001 to 2013. The results show an increase from one period to another in the prices of national wines, and both an increase in and diversification of the supply in the German market. Chile, with its share in a wide range of prices, has become a more prominent competitor, and has managed to attain higher price ranges as compared to 2001. Currently, when it comes to Carmenere and Merlot, Chile appears as it is the only country offering this varietal in the German market. This is a situation that should be strengthened using commercial strategies that allow for a more aggressive positioning of this varietal. Lastly, it is recommended to adopt a more aggressive positioning method for Chilean wine, using a country-strategy that improves its long-term competitiveness.
publisher Facultad de Ciencias Agrarias-UNCuyo
publishDate 2015
url https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3279
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AT valdesrodrigo chileanwineintheeuropeanmarketapositioningmappingapproachfromgermany
AT hernandeznicole chileanwineintheeuropeanmarketapositioningmappingapproachfromgermany
AT diazosoriojose elvinochilenoeneuropaunanalisisdelposicionamientoenelmercadoaleman
AT valdesrodrigo elvinochilenoeneuropaunanalisisdelposicionamientoenelmercadoaleman
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first_indexed 2022-06-20T13:53:07Z
last_indexed 2022-06-20T13:53:07Z
bdutipo_str Revistas
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