Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.5/5309
Título: Análise do mercado de vinhos nos EUA. Situação actual de Portugal: análise e reflexão sobre estratégias futuras
Autor: Rodrigues, Mafalda Fernandes Vasques
Orientador: Maçanita, António Moita
Silva, Jorge Manuel Ricardo
Palavras-chave: wine
US wine markets
portuguese wine importance
exports
successful cases
future strategies
Data de Defesa: 2012
Editora: ISA/UTL
Citação: Rodrigues, M.F.V. - Análise do mercado de vinhos nos EUA. Situação actual de Portugal: análise e reflexão sobre estratégias futuras. Lisboa: ISA, 2012, 100 p.
Resumo: The United States of America is the world’s biggest economy and one of the most important consumers and importers of wine in the world. Although the exports of Portuguese wine have been increasing in the recent years, there has been a generalized over-production. For these reasons, the question was raised: why isn’t the Portuguese wine more exported to the US market? Based on these evidences and trying to find answers for the above question, this work (1) analysed the grape and wine production in the world and, in a more specific way, in Portugal and the USA; (2) verified the context of the world, Portuguese and US wine consumption; (3) studied the Portuguese wine exports, specially to the USA; (4) characterized the US wine industry and how it works and (5) analysed the US consumer and his/her wine consumption habits and preferences. It was possible to understand the ways and solutions followed by the international and Portuguese successful cases in the US wine market. Based on this and on the potential of Portuguese wine, some possible strategies were presented targeting wine producers and the several agents of the Portuguese wine industry in order to increase wine exports to the USA.
Descrição: Mestrado em Viticultura e Enologia - Instituto Superior de Agronomia
URI: http://hdl.handle.net/10400.5/5309
Aparece nas colecções:BISA - Dissertações de Mestrado / Master Thesis

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