Export strategy for the market entry of Companhia das Lezírias in Germany

Abstract

"Companhia das Lezírias", an important and ambitious winery of Portugal has the vision to export its sustainable and unique wines to Germany. Composing a detailed export strategy for the German wine market, was the main goal of this master thesis. The specific task encompassed the evaluation of the market potential for implementation of the wineries brand "Tyto Alba". To generate the best market entry possible several measurements are conducted: Firstly the analysis of internal strength and weaknesses of the winery Companhia das Lezírias and the product intended to be exported, to generate a specific adapted market research. The applied tools used are a PEST-Analysis, which included Politics, Economics, Society and Technology of Germany, which sketch the country Germany and its inhabitants. Furthermore a detailed wine market analysis is performed by outlining the whole supply chain, starting by the domestic wine production, import relations, the diversity of distribution channels and the position of Portuguese wine on the German wine market. The wine consumer analysis make it possible to narrow the target group for the wine brand and locates ideal potential consumers in the three federal states Hessen, Rhineland-Palatine and Nordrhein-Westfalen. Through the aid of a SWOT-analysis and the creation of a TOWS-Matrix, it is shown that the German wine market on the one hand is highly competitive and characterized by a high price pressure of the discounters, but on the other hand offers great opportunities for premium priced wines, innovative packaging and outstanding wine growing regions. The implementation of the wine brand "Tyto Alba" has therefore great chances on the German wine market, by focusing on the evaluated target group and the distribution channel of the specialist retailers. Four possible marketing strategies are the additional outcome and confirm the implementation of the product on the German wine market