ISCAP – DM - Estudos Interculturais para Negócios
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- Vinhogal, Exporting Portuguese culture through its wine culturePublication . Dimian, Liliana Catherine Molano; Lamas, Marco Aurélio RibeiroThe main purpose of this entrepreneurial project is to analyze the viability of exporting Portuguese culture through its wine culture to Colombia, as well as the different aspects to be considered when entering a new market, especially when the wine consumption is not that common. This analysis shows two different cultures and histories in order to see how Portuguese wine can be inserted into the Colombian market. On one hand, we have Colombia, a country whose wine consumption is low compared to other countries and does not have a lot of wine production due to the climate conditions, however, it has been facing some changes in its consumption, increasing in the last years, especially after the pandemic started. On the other hand, there is Portugal, a country where the wine industry plays a very important role, an aspect being part of its culture with different types of wine according to each region, which is influenced by its geography at the same time and making it recognized for the production of unique wines. The methodology used in this analysis is based on a search carried out on the context of wine consumption in Colombia and Portugal, the Hofstede’s model to compare both cultures and be able to see the similarities and differences. Then, a market study through a survey has been made in order to know better the opinion of Colombian people about the Portuguese culture and wine, to then, define which types of wine are more adapted to the Colombian wine market, that has been showing an increase in sales lately and how to distribute them, using the Business Model Canvas. As a result, in Vinhogal’s Business model, we identified two segments, the consumer and distributor market, with a relationship based on social media, direct contact, events and training courses. Employing direct sales, retailers and restaurants as distribution channels and whose value proposition is based on emotional and functional aspects as it offers not only a product but guidance during this discovering experience. The key activities are focused on relationship management, partnership creation, updated website, marketing and promotion and gain more visibility through entities related to wine, Portuguese associations or Colombian entities in charge of promoting other cultures.