How to export portuguese wine in belgium?

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Study Case: How to export Portuguese wine in Belgium?

Table of content

Introduction 4
Analysis of the Belgian wine market 5
Importation of wine in Belgium 5
Consumption 7
Consumers 7
Distribution 8
Place 8
Price 8
Promotion means 9
Packaging 9
Perspectives 9
Portuguese wines 11
Red wines 11
White wines 11
Sparkling wines 11
SWOT ofPortuguese red wines in Belgium 12
The case study 12
The problem 12
Target market 13
Our concept and its 4P’s 13
Product 13
Price 17
Place 17
Promotion 22
Critical conclusion 24
Bibliography 24
Appendix 24


The course “Marketing Internationally” aims at presenting the analysis of various tools and approaches to understand international markets.Within this framework, we were asked to conduct researches on Portuguese red wines.
The aim of this paper is to present a successful strategy of penetration and develop an innovative concept of Portuguese red wine, which would lead to the improvement of Portuguese red wine image in Belgium.
We decided to base our paper on a concept of sparkling red wine that we will call “Palmelita”.We have been able to write this paper on the basis of researches through syllabi and websites.
We will first analyze the Belgian market and identify opportunities for our product. To do so, we will briefly describe consumption habits, distribution channels and we will highlight perspectives of growth. Secondly, we will make a short description of Portuguese wines and theircharacteristics. Afterwards, we will present our concept and explain the adaptation of 4P’s. And finally, we will end this paper with a critical conclusion.

Analysis of the Belgian wine market

We will first analyze the targeted market which is Belgium. Actually, it is important to conduct a marketing research before exporting abroad in order not to fail in appreciating environmental differences.Importation of wine in Belgium

Because the production of wine is very low in Belgium, the country imports most of its wine. Belgium is the 5th importer of wine in terms of value and 7th in terms of volume in the world.
Imports amounted € 1 406.84 million for 2007, which represents 167 million of liters.
Most of the imported wine is bottled wine. However, import for this kind ofproduct has decreased up to 30% from 2005 to 2007, while imported bulk wine has more than doubled.
Concerning sparkling wine, it is considered as good quality wine. In fact, we can see that its total share in value is 33.8%, which is fifteen times more than its share in volume (2.3%).
|Imported wine evolution[1]|
| |2005 |2006 |2007 |
|Total: | | | |
|- Value (million USD) |1.022,79 |1.085,21|1.406,84 |
|- Volume (million liters) |152,06 |215,00 |167,06 |
|Bottled wine: | | | |
|- Value (million USD) |713,58|736,72 |822,81 |
|- Volume (million liters) |97,63 |125,65 |67,75 |
|Bulk wine | | | |
|- Value (million USD) |95,47...
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