Entering the European Market

Paper Summary:

This marketing study focuses on a plan to identify and segment European markets and to recommend which European markets would be the most promising for the entry of a medium-sized Chilean wine producer. The study particularly focuses on which markets are most open to Chilean wines, those which correspond best to the price points identified by the wine producer and those which may bring the best return on marketing investment.

Table of Contents:
Introduction
Background: European Market for Imported Wine
Criteria for Segmentation
Country Segmentation
Germany
United Kingdom
Scandinavia
Netherlands
Chilean Wine Promotion in Europe
Segmentation by Retail Outlet
National market, chosen retail segments
Conclusion

From the Paper:

"This medium-sized producer has several positive trends in its favor in entering the European market now as opposed to a few years ago. The perception of Chilean wines as competitive on the world market, particularly through the active promotion of Concha y Toro, has opened retailers' and consumers' minds for other super-premium wines from the region. Confusing brand images from major EU producers has made it easier for well-positioned non-EU wines to gain share, particularly in those countries which do not have significant wine production. Favourable exchange rates vis-a-vis the Euro and the UK Pound have made Chilean wines more affordable when compared to super-premium wines from Europe. The earlier success of the Australian and US wine brands has also opened peoples' minds in some European countries."

Sample of Sources Used:

• Alcyon. "China and Chile Sign Wine Agreement." Wine Marketing. 2007. http://64.233.167.104/search?q=cache:Tk-70Aey3zEJ:winemarketing.blogs.com/wine_marketing/veille/page/2/+chile+wine+marketing+europe&hl=en&ct=clnk&cd=3&gl=us (accessed November 24, 2007).
• Anderson, K. The World's Wine Markets: Globalization at Work. Cheltenham: Edward Elgar, 2004.
• Anderson, K. "Wine's New World." Foreign Policy, 2003: 47-59.
• BeverageDaily. "World wine sales go from strength to strength." Beverage Daily, March 13, 2003: n.p.
• Editor, Wine Industry Report. "Systambolaget--Consumer Trends in the Swedish Market." Scandinavia, Statistics and Markets, 2007: n.p.

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