Chilean wine in the european market
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 methodolo...
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| Publicado en: | Revista de la Facultad de Ciencias Agrarias |
|---|---|
| Autores principales: | , , |
| Materias: | |
| Acceso en línea: | https://bdigital.uncu.edu.ar/fichas.php?idobjeto=7477 |
| todos_str_mv |
7465 78 Economía y política agraria eng RyPMaule UdTalca UdTalca |
|---|---|
| descriptores_str_mv |
Alemania Chile Chilean wine Competitiveness Market strategy Positioning Técnicas de mercadeo Unión Europea Vinos |
| titulo_str_mv |
Chilean wine in the european market El vino chileno en Europa |
| disciplina_str_mv |
Ciencias agrarias |
| description_str_mv |
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. La comercializacion actual de vino requiere de un replanteamiento de la estrategia comercial con el objetivo de aumentar la actual participación de mercado y el prestigio en el mercado internacional. El presente trabajo entrega un diagnóstico comparativo del posicionamiento del vino chileno en el mercado europeo, centrando el análisis en el caso alemán. La metodología de trabajo se basó en el registro y segmentación del mercado de la oferta de vinos en exhibición en las estanterías de supermercados, hipermercados y tiendas especializadas de la ciudad de Gottingen, Alemania. Posteriormente se realizó un análisis comparativo con la finalidad de evaluar la dinámica de crecimiento de este mercado objetivo durante el período 2001-2013. De forma general, se observa un aumento en los precios de un período a otro con un aumento en la oferta y en diversificación de los vinos en el mercado alemán. Chile a través del aumento en su espectro de precios se ha transformado en un competidor más relevante logrando llegar con precios de rangos superiores en relación con el año 2001. Se destaca la posición única de oferente de variadades Carmener y Merlot en el mercado alemán, por lo que se sugiere una estrategia de posicionamiento más agresiva para el vino chileno proponiendo la adopción de una estrategia-país que mejore su competitividad en el largo plazo. |
| autor_str_mv |
Díaz Osorio, José Hernández, Nicole Valdés, Rodrigo |
| object_type_str_mv |
Textual: Revistas |
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7477 |
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Artículo de Revista |
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article |
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Revista de la Facultad de Ciencias Agrarias |
| journal_title_str |
Revista de la Facultad de Ciencias Agrarias |
| journal_id_str |
r-78 |
| container_issue |
Revista de la Facultad de Ciencias Agrarias |
| container_volume |
Vol. 47, no. 1 |
| journal_issue_str |
Vol. 47, no. 1 |
| tipo_str |
textuales |
| type_str_mv |
Articulos |
| title_full |
Chilean wine in the european market |
| title_fullStr |
Chilean wine in the european market Chilean wine in the european market |
| title_full_unstemmed |
Chilean wine in the european market Chilean wine in the european market |
| 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. |
| dependencia_str_mv |
Facultad de Ciencias Agrarias |
| title |
Chilean wine in the european market |
| spellingShingle |
Chilean wine in the european market Alemania Chile Chilean wine Competitiveness Market strategy Positioning Técnicas de mercadeo Unión Europea Vinos Díaz Osorio, José Hernández, Nicole Valdés, Rodrigo |
| topic |
Alemania Chile Chilean wine Competitiveness Market strategy Positioning Técnicas de mercadeo Unión Europea Vinos |
| topic_facet |
Alemania Chile Chilean wine Competitiveness Market strategy Positioning Técnicas de mercadeo Unión Europea Vinos |
| author |
Díaz Osorio, José Hernández, Nicole Valdés, Rodrigo |
| author_facet |
Díaz Osorio, José Hernández, Nicole Valdés, Rodrigo |
| title_sort |
Chilean wine in the european market |
| title_short |
Chilean wine in the european market |
| url |
https://bdigital.uncu.edu.ar/fichas.php?idobjeto=7477 |
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3 |
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Biblioteca Digital |
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Biblioteca Digital |
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Artículo de Revista |
| institution |
Sistema Integrado de Documentación |
| indexed_str |
2023-04-25 00:37 |
| _version_ |
1764120256483164160 |
