Chilean wine in the european market : a positioning mapping approach from Germany
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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Formato: | article Artículo publishedVersion |
Lenguaje: | Inglés |
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Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias
2015
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Materias: | |
Acceso en línea: | http://bdigital.uncu.edu.ar/7477 |
Aporte de: |
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I11-R87477 |
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record_format |
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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 |
work_keys_str_mv |
AT diazosoriojose chileanwineintheeuropeanmarketapositioningmappingapproachfromgermany AT valdesrodrigo chileanwineintheeuropeanmarketapositioningmappingapproachfromgermany AT hernandeznicole chileanwineintheeuropeanmarketapositioningmappingapproachfromgermany AT diazosoriojose elvinochilenoeneuropaunanalisisdelposicionamientoenelmercadoaleman AT valdesrodrigo elvinochilenoeneuropaunanalisisdelposicionamientoenelmercadoaleman AT hernandeznicole elvinochilenoeneuropaunanalisisdelposicionamientoenelmercadoaleman |
bdutipo_str |
Repositorios |
_version_ |
1764820405811412992 |