EXPORTING FRENCH WINE TO AFRICA
Collet, Pascal (2016)
Collet, Pascal
Satakunnan ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052810517
https://urn.fi/URN:NBN:fi:amk-2016052810517
Tiivistelmä
This thesis was meant for any French wine company which wants to expand its market opportunities to Africa.
By comparing some economic, social and wine consumption data, Angola and Nigeria appeared as the most suitable choice to export French wines to.
Those two countries were then analysed with the help of the PEST analysis model. The Hofstede’s cultural dimensions theory was also used to examine the cultural characteristics of the two countries.
The market studies of Angola and Nigeria were also carried out by determining the offer, the demand, the distribution and the regulations on wines in these countries.
According to these analysis, some recommendations were made on how to adjust the marketing mix of any French wine company to the characteristics of these African markets.
By comparing some economic, social and wine consumption data, Angola and Nigeria appeared as the most suitable choice to export French wines to.
Those two countries were then analysed with the help of the PEST analysis model. The Hofstede’s cultural dimensions theory was also used to examine the cultural characteristics of the two countries.
The market studies of Angola and Nigeria were also carried out by determining the offer, the demand, the distribution and the regulations on wines in these countries.
According to these analysis, some recommendations were made on how to adjust the marketing mix of any French wine company to the characteristics of these African markets.