El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán
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...
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Facultad de Ciencias Agrarias-UNCuyo
2015
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| Acceso en línea: | https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3279 |
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I11-R107article-32792022-11-09T18:10:17Z Chilean wine in the european market. A positioning mapping approach from Germany El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán Diaz Osorio, Jose Valdes, Rodrigo Hernandez, Nicole estrategia de mercado posicionamiento competitividad vino chileno Alemania market strategy positioning competitiveness Chilean wine Germany 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. Facultad de Ciencias Agrarias-UNCuyo 2015-06-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3279 Revista de la Facultad de Ciencias Agrarias UNCuyo; Vol. 47 No. 1 (2015): Janury-June; 159-171 Revista de la Facultad de Ciencias Agrarias UNCuyo; Vol. 47 Núm. 1 (2015): Enero-Junio; 159-171 1853-8665 0370-4661 eng https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3279/2402 |
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Universidad Nacional de Cuyo |
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Revista de la Facultad de Ciencias Agrarias |
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Revista de la Facultad de Ciencias Agrarias |
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I-11 |
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| language |
eng |
| format |
Online |
| author |
Diaz Osorio, Jose Valdes, Rodrigo Hernandez, Nicole |
| spellingShingle |
Diaz Osorio, Jose Valdes, Rodrigo Hernandez, Nicole El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán estrategia de mercado posicionamiento competitividad vino chileno Alemania market strategy positioning competitiveness Chilean wine Germany |
| author_facet |
Diaz Osorio, Jose Valdes, Rodrigo Hernandez, Nicole |
| author_sort |
Diaz Osorio, Jose |
| title |
El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán |
| title_short |
El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán |
| title_full |
El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán |
| title_fullStr |
El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán |
| title_full_unstemmed |
El vino chileno en Europa. Un análisis del posicionamiento en el mercado alemán |
| title_sort |
chilean wine in the european market. a positioning mapping approach from germany |
| 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. |
| publisher |
Facultad de Ciencias Agrarias-UNCuyo |
| publishDate |
2015 |
| url |
https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3279 |
| topic |
estrategia de mercado posicionamiento competitividad vino chileno Alemania market strategy positioning competitiveness Chilean wine Germany |
| topic_facet |
estrategia de mercado posicionamiento competitividad vino chileno Alemania market strategy positioning competitiveness Chilean wine Germany |
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