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Advisor(s)
Abstract(s)
O processo de internacionalização das empresas nacionais numa pequena economia
aberta ao exterior tornou-se quase inevitável com a globalização. O acesso a mercados
externos permite encontrar novas oportunidades de negócio, mas ao mesmo tempo exige
maior capacidade de resposta em termos de segmentação, posicionamento, diferenciação de
produto, preço, gestão dos distribuidores, comunicação e logística.
A indústria do vinho do Porto é das mais antigas em termos de internacionalização e
das mais orientadas para os mercados externos. São raras as empresas de vinho do Porto que
não exportam ou vendem diretamente no estrangeiro.
O objetivo do presente estudo é analisar o processo de internacionalização de uma
empresa de vinho do Porto – a Sogevinus Fine Wines, S.A. – tentando, a partir deste estudo
de caso, compreender quais os modos de entrada nos mercados externos, as estratégias de
marketing internacional levadas a cabo em cada mercado ou conjunto de mercados.
Com base no estudo de caso foi possível verificar que o modo de entrada da empresa
nos mercados externos onde está presente privilegia as exportações próprias e diretas através
de contratos com distribuidores estrangeiros. O plano de ação da empresa estende-se a vários
países, incluindo mercados emergentes como a Angola, a América do Sul e a Ásia, onde a
Sogevinus marca presença nas principais feiras vitivinícolas desses países e, acompanha os seus
clientes nos principais eventos do setor, através de visitas comerciais/enológicas. Tendo em
conta que os Estados Unidos da América são um dos principais mercados de exportação, a
Sogevinus decidiu investir neste mercado, optando pelo investimento direto através da criação
de uma subsidiária detida a 100% pela empresa, de maneira a responder de forma quase
imediata às exigências do mercado americano.
De uma forma geral, a estratégia da Sogevinus apresenta evidências do modelo de
Uppsala, no qual as empresas avançam gradualmente para os mercados externos em função da
distância (geográfica e cultural), do modo de entrada e do grau de controlo da distribuição (da
exportação para o investimento direto) e do risco que os mercados apresentam.
The internationalization process of the domestic companies in a small economy open to the exterior, became almost inevitable with globalization. The access to the foreign markets allow to find new business opportunities, but at the same time requires more response capability concerning segmentation, positioning, product differentiation, price, wholesalers management, communication and logistics. The Port wine industry is one of the oldest in terms of internationalization and one of the more focused on the external markets. There are few companies of Port wine that don’t export or sell directly in the foreign market. The goal of this work is to analyze the internationalization process of a Port wine company – Sogevinus Fine Wines, S.A. – trying, through this case-study, to understand the means to penetrate the foreign markets, the international marketing strategies carried out in each one of them or in a set of markets. Based on this case-study we found that the way of entry on foreign markets where the company is present favours the own and direct exportations through contracts with foreign wholesalers. The company’s action plan is extended to several countries, including emergent markets such as Angola, South America and Asia, where Sogevinus is present in the main wine fairs and accompanies its customers in the most important sector events, trough commercial/oenological visits. Having in consideration that the United States of America are one of leading export markets, Sogevinus decided to invest in this market, opting for direct investment through the creation of a subsidiary company owned 100% by them, so they can answer almost immediately to the American market demands. Generally speaking, the strategy of Sogevinus presents Uppsala model evidences, in which companies gradually move to the foreign markets based on distance (geographical and cultural), the means of penetration and the degree of control of distribution (from export to direct investment) and the risk associated with these markets.
The internationalization process of the domestic companies in a small economy open to the exterior, became almost inevitable with globalization. The access to the foreign markets allow to find new business opportunities, but at the same time requires more response capability concerning segmentation, positioning, product differentiation, price, wholesalers management, communication and logistics. The Port wine industry is one of the oldest in terms of internationalization and one of the more focused on the external markets. There are few companies of Port wine that don’t export or sell directly in the foreign market. The goal of this work is to analyze the internationalization process of a Port wine company – Sogevinus Fine Wines, S.A. – trying, through this case-study, to understand the means to penetrate the foreign markets, the international marketing strategies carried out in each one of them or in a set of markets. Based on this case-study we found that the way of entry on foreign markets where the company is present favours the own and direct exportations through contracts with foreign wholesalers. The company’s action plan is extended to several countries, including emergent markets such as Angola, South America and Asia, where Sogevinus is present in the main wine fairs and accompanies its customers in the most important sector events, trough commercial/oenological visits. Having in consideration that the United States of America are one of leading export markets, Sogevinus decided to invest in this market, opting for direct investment through the creation of a subsidiary company owned 100% by them, so they can answer almost immediately to the American market demands. Generally speaking, the strategy of Sogevinus presents Uppsala model evidences, in which companies gradually move to the foreign markets based on distance (geographical and cultural), the means of penetration and the degree of control of distribution (from export to direct investment) and the risk associated with these markets.
Description
Dissertação apresentada ao Instituto Superior de Contabilidade para a obtenção do
Grau de Mestre em Empreendedorismo e Internacionalização
Orientada por Professor Doutor José Freitas Santos
Keywords
Vinho do Porto Internacionalização Estratégias Strategies Port wine Internationalization
Citation
Publisher
Instituto Politécnico do Porto. Instituto Superior de Contabilidade e Administração do Porto