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Internationalizing a young Spanish winery: Theoretical and empirical frameworks for a successful marketing analysis: Case Study, Winery “Bodegas Ribera de Pelazas”
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Few different goods or beverages are as particular as wine in History of humanity, even being the main symbol of luxury and status from days of Rome. Its particular intoxicating effects together its complex and long-term elaboration makes wine one of the biggest attractions for food and beverages lovers.Unfortunately, being one of the most famous beverages in History does not provide wine to be a competitive good without proper commercial strategies. Due the big local offer and costs reduction, markets are saturated and the competitiveness versus other wines and other kind of drinks make more difficult to survive in a diverse and constantly evolving sector. Therefore, internationalization and marketing strategies become the key of success for small and medium size wineries to survive in this business ecosystem.The following thesis explores different marketing strategies developed on different wine markets, taking a small Spanish winery as a case study. In order to give an insight of the current strategies carried out by the company, the author interviews the main direction of the winery and analyse the data collected versus the theoretical framework developed. In addition, two other interviews on different levels of the wine market will be added to reinforce the empirical framework: from a wine import company and form a public institution for the promotion of the Spanish companies.

Place, publisher, year, edition, pages
2016. , 46 p.
Keyword [en]
Wine, Marketing strategies, Winery, Wine Market, Internationalization, Consumer Behavior, Purchasing Decision
National Category
Business Administration Business Administration
URN: urn:nbn:se:kth:diva-188945OAI: diva2:941708
Subject / course
Entrepreneurship and Innovation Management
Educational program
Master of Science - Entrepreneurship and Innovation Management
2016-05-26, Stockholm, 18:51 (English)
Available from: 2016-06-30 Created: 2016-06-22 Last updated: 2016-06-30Bibliographically approved

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