| Resumo: | This thesis is a case study on ViniPortugal, the official agency for Portuguese wine promotion. Standing in a period where Portugal wine production reaches its maximum capacity, consumers demand changes, international competition increases, and environmental causes destroy wine productions, Portugal had to adapt its wine internationalization strategy to be able to improve its performance. The aim of this thesis is to understand to which extent ViniPortugal helped in this adaptation process. The emphasis will be on ViniPortugal and its brand “Wines of Portugal” strategy and on how they were able to implement it achieving a considerable success in this new globalized world. To achieve success with this new strategy focused on the increase of Portuguese wines perceived value, rather than on increasing quantity exported, ViniPortugal promotional activities played a crucial role by enabling the increase of Portuguese wine perceived value. Hence, this research can be used to study ViniPortugal strategy and analyze its results. By doing so, it is possible to understand the advantages of a quality-driven strategy in comparison to a quantity-driven one, mainly on a globalized world where no one can run from the international competition.
|
|---|