Biblioteca Digital de VanguardiaChilean wine in the european market : a positioning mapping approach from 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...
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| Formato: | Artículo |
| Lenguaje: | Inglés |
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Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias
2015
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| Acceso en línea: | http://bdigital.uncu.edu.ar/7477 |
| _version_ | 1782341673179676672 |
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| author | Díaz Osorio, José Valdés, Rodrigo Hernández, Nicole |
| author_facet | Díaz Osorio, José Valdés, Rodrigo Hernández, Nicole |
| author_sort | Díaz Osorio, José |
| collection | Repositorio |
| 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. |
| format | Artículo |
| id | uncu-7477 |
| institution | Biblioteca Digital - UNCUYO |
| language | Inglés |
| publishDate | 2015 |
| publisher | Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias
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| record_format | ojs |
| spelling | uncu-74772016-06-27T17:14:23Z 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 Díaz Osorio, José Valdés, Rodrigo Hernández, Nicole Alemania Técnicas de mercadeo Vinos Unión Europea Chile Market strategy Positioning Competitiveness Chilean wine 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. Fil: Díaz Osorio, José. Universidad de Talca Fil: Valdés, Rodrigo. Universidad de Talca Fil: Hernández, Nicole. Riegos y Proyectos del Maule LTDA. (Curicó, Chile) Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias 78 Revista de la Facultad de Ciencias Agrarias Vol. 47, no. 1 Revista de la Facultad de Ciencias Agrarias, Vol. 47, no. 1 2015-01-01 eng Inglés http://bdigital.uncu.edu.ar/7465 info:eu-repo/semantics/openAccess http://creativecommons.org/licenses/by/2.5/ar/ article info:ar-repo/semantics/artículo info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias http://bdigital.uncu.edu.ar/7477 |
| spellingShingle | Alemania Técnicas de mercadeo Vinos Unión Europea Chile Market strategy Positioning Competitiveness Chilean wine Díaz Osorio, José Valdés, Rodrigo Hernández, Nicole Chilean wine in the european market : a positioning mapping approach from Germany |
| title | Chilean wine in the european market
: a positioning mapping approach from Germany |
| title_full | Chilean wine in the european market
: a positioning mapping approach from Germany |
| title_fullStr | Chilean wine in the european market
: a positioning mapping approach from Germany |
| title_full_unstemmed | Chilean wine in the european market
: a positioning mapping approach from Germany |
| title_short | Chilean wine in the european market
: a positioning mapping approach from Germany |
| title_sort | chilean wine in the european market
: a positioning mapping approach from germany |
| topic | Alemania Técnicas de mercadeo Vinos Unión Europea Chile Market strategy Positioning Competitiveness Chilean wine |
| url | http://bdigital.uncu.edu.ar/7477 |