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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Detalles Bibliográficos
Autores principales: Díaz Osorio, José, Valdés, Rodrigo, Hernández, Nicole
Formato: article Artículo publishedVersion
Lenguaje:Inglés
Publicado: Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias 2015
Materias:
Alemania
Técnicas de mercadeo
Vinos
Unión Europea
Chile
Market strategy
Positioning
Competitiveness
Chilean wine
Acceso en línea:http://bdigital.uncu.edu.ar/7477
Aporte de:
Biblioteca Digital de Universidad Nacional de Cuyo
id I11-R87477
record_format dspace
institution Universidad Nacional de Cuyo
institution_str I-11
repository_str R-8
collection Biblioteca Digital
language Inglés
orig_language_str_mv eng
topic Alemania
Técnicas de mercadeo
Vinos
Unión Europea
Chile
Market strategy
Positioning
Competitiveness
Chilean wine
spellingShingle Alemania
Técnicas de mercadeo
Vinos
Unión Europea
Chile
Market strategy
Positioning
Competitiveness
Chilean wine
Díaz Osorio, José
Valdés, Rodrigo
Hernández, Nicole
Chilean wine in the european market : a positioning mapping approach from Germany
topic_facet Alemania
Técnicas de mercadeo
Vinos
Unión Europea
Chile
Market strategy
Positioning
Competitiveness
Chilean wine
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.
format article
Artículo
Artículo
publishedVersion
author Díaz Osorio, José
Valdés, Rodrigo
Hernández, Nicole
author_facet Díaz Osorio, José
Valdés, Rodrigo
Hernández, Nicole
author_sort Díaz Osorio, José
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
publisher Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias
publishDate 2015
url http://bdigital.uncu.edu.ar/7477
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AT valdesrodrigo chileanwineintheeuropeanmarketapositioningmappingapproachfromgermany
AT hernandeznicole chileanwineintheeuropeanmarketapositioningmappingapproachfromgermany
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bdutipo_str Repositorios
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