Italian wine companies in Brazil. Internationalization strategy in developing countries.

Abstract

My thesis is the combination of my main interests: the wine sector, the management, the marketing and the internationalization strategy. This thesis analyzes how some of the most important Italian companies have approached the Brazilian market and what results they have obtained so far. My goal is to understand, also taking into account the dimensional variable (their turnover), what are the patterns of development and internationalization to approach the market of a developing country characterized by obstacles like protectionist barriers, cultural differences, foreign competitors. WORKING METHODOLOGY: most of the data and information I have reported in my thesis, have been provided by export managers of different Italian companies as well as some personal contacts I have in Brazil; these data are the result of years of work and experience in the field. CASES STUDY: eight of the most successful italian wine companies, Casa Vinicola Zonin, Valdo, Castello Banfi, Marchesi De'Frescobaldi, Planeta, Ca’ di Rajo and Santa Margherita.