This dissertation delves into the internationalization journey of Carcavelos Villa Oeiras, a publicly-owned project, renowned for producing a distinguished centenary wine in one of the smallest demarcated regions worldwide. Carcavelos wine’s international trade dates back to the XVII century, establishing itself as one of the most prestigious Portuguese wines. However, during the XX century, the wine industry faced a downfall, and it was not until 1983 when the Oeiras Municipality took over the winemaking project that the production of Carcavelos wine resurged. This case study explores Carcavelos Villa Oeiras’ strategic entry into foreign markets, highlighting the key elements that have contributed to the project’s international success, namely the region’s historical heritage and the distinctive quality of its processes. Additionally, the case underlines the brand’s selective distribution approach in its international entry strategy, emphasizing its focus on specialized markets. This strategic choice stems from the project’s niche positioning, pointing to the importance of its partners in amplifying Carcavelos Villa Oeiras’ global presence and competitiveness. Despite the brand’s successful internationalization, the case study unveils several challenges that the project faces regularly, including the constraints imposed by its public nature, the international perception of Portuguese wines as bargains, and the impact of international regulations on Carcavelos Villa Oeiras’ operations. Lastly, the case outlines numerous strategic initiatives designed to fortify Carcavelos Villa Oeiras’ international presence, aiming to propel the brand into unexplored markets and ensure sustained success in the ever-changing wine industry.
Date of Award | 25 Jan 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Nuno Cardeal (Supervisor) |
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- Wine industry
- Internationalization strategy
- Entry strategies
- Standardization and adaptation
- Resource-based view
- Historical heritage
- Niche-positioning
- Mestrado em Gestão e Administração de Empresas
Cultivating heritage, tasting excellence: a case study on Carcavelos Villa Oeiras’ internationalization strategy
Nascimento, M. (Student). 25 Jan 2024
Student thesis: Master's Thesis