Internationalization plan for the Trinca Bolotas brand

Abstract

The present internship report was established in a working context at Sogrape Vinhos S.A. The main goal was to develop an Internationalization Plan to the Brazilian market for the Trinca Bolotas brand, which belongs to the Premium Wines from Herdade do Peso, Sogrape’s wine estate in the Portuguese wine region Alentejo. In order to accomplish this goal, firstly an Internal Analysis of the company was conducted, including the Trinca Bolotas brand current marketing mix strategy. Secondly, to frame the realities which involve this brand, an External analysis of the Macro-environment was performed through a PESTEL, and of the Micro-environment through a Competitors and Clients analysis, resuming this chapter with a SWOT Analysis. Afterwards, based on the information presented in the previous stage, Planning is proposed, as well as the strategies and the Marketing actions to implement, in the form of recommendations for the company. The budget for these Marketing actions was of 137.000€, with the objective of increasing sales by 40% in the first year of implementation and by 35% in the two following years. Considering the internship duration – four months – it was not possible to see the Marketing actions being implemented, therefore being impossible to measure the results of the plan. As a result, for future research, a case study after the Internationalization plan is implemented would be of interest.

Date of Award	14 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)