Export Plan for Italian Wine to the United States : Case : Premium niche Italian wines for export to Collier County Naples, Florida
Farris, Luciano (2024)
Farris, Luciano
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403255077
https://urn.fi/URN:NBN:fi:amk-202403255077
Tiivistelmä
This thesis explores the potential of Italian niche wineries to enter the Collier County Naples area market in the state of Florida and identifies market entry strategies through various analyses. The objective is not for a specific company, but rather for any player in the Italian wine sector which would like to enter the US market for the first time. This thesis can therefore be a starting point for future research both for small Italian wineries and for students who want to write a thesis regarding an export plan, a market entry strategy or international market research of the United States. Searches were conducted on government websites, public and private organization websites and article databases. Google Trends and textbooks were also useful in various sections of the thesis. Finally, Google Maps was used to conduct more in-depth market research on the target area. Various analytical frameworks were used, such as PESTEL analysis, Porter's Five Forces, Marketing Mix, and the contents of international contracts and appropriate choices of terms were also identified. Finally, this thesis identifies all possible solutions in an export plan and what a company should do or avoid to have a viable strategic plan.