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Advisor(s)
Abstract(s)
A internacionalização tornou-se fundamental para a sobrevivência e expansão das
empresas e das economias. Simultaneamente, a aposta no marketing veio assumir-se
como fulcral para o sucesso das marcas, tornando-se imperativo criar, desenvolver e
implementar estratégias que alavanquem o crescimento das mesmas. Ao mesmo tempo,
a crescente aposta em marcas nação e/ou região, assume uma estratégia pertinente para
os países poderem melhorar a sua imagem no mercado mundial.
O sector do vinho é dos sectores agroindustriais mais antigos e tradicionais e ao mesmo
tempo dos mais importantes, tanto a nível nacional, como da região da Beira Interior.
Com o crescimento do destino turístico Portugal, aliado ao reconhecimento cada vez
maior dos vinhos portugueses a nível mundial, torna-se oportuno associar o vinho ao
país e às suas regiões.
O principal objetivo deste projeto foi investigar a viabilidade da criação de uma marca
região dos vinhos da Beira Interior, designada por Beirin, focada exclusivamente na
exportação. Esta marca funcionaria como associação, onde produtores e operadores
comerciais se aliariam para criar sinergias de produção, custos, marketing e promoção
externa. A metodologia escolhida foi a de inquérito aos produtores da região.
Desenhámos o projeto para a criação da Beirin, procurando potenciar os seus pontos
fortes, encontrar soluções para os pontos fracos e aproveitando as oportunidades como
parte da solução para as ameaças.
Concluímos que a Beirin tem muito potencial para ser um êxito, não só no sector do
vinho, como em outras vertentes, nomeadamente o turismo da região. É fulcral para o
seu sucesso, a partilha de ativos, bem como o empenho por parte de todos os
intervenientes. A marca Beirin será um desafio pertinente para toda a região.
Internationalization has become fundamental for the survival and expansion of companies and economies. At the same time, marketing has become essential to the success of brands, creating, developing, and implementing strategies that promote their growth. Nation and/or region brands assume a pertinent strategy for countries to improve their image in the world market. The wine sector is one of the oldest and most traditional agro-industrial sectors and at the same time one of the most important, both nationally and in the Beira Interior region. With the growth of the tourist destination Portugal, combined with the growing recognition of Portuguese wines worldwide, it becomes opportune to associate wine with the country and its regions. The main goal of this project was to investigate how possible is to create a regional brand in the Beira Interior wine region, named Beirin, focused exclusively on international markets. This brand would work as an association, where producers and commercial operators would join together to create synergies in production, costs, marketing, and external promotion. The methodology chosen was the survey of producers in the region. We designed the project for the creation of Beirin, trying to achieve its strengths, finding solutions for its weaknesses, and taking advantage of opportunities as part of the solution to threats. We conclude that Beirin has the potential to be a success, not only in the wine sector but also in other areas, namely regional tourism. Central to its success is the sharing of its assets, as well as the commitment of all stakeholders. The Beirin brand will be a relevant challenge for the entire region.
Internationalization has become fundamental for the survival and expansion of companies and economies. At the same time, marketing has become essential to the success of brands, creating, developing, and implementing strategies that promote their growth. Nation and/or region brands assume a pertinent strategy for countries to improve their image in the world market. The wine sector is one of the oldest and most traditional agro-industrial sectors and at the same time one of the most important, both nationally and in the Beira Interior region. With the growth of the tourist destination Portugal, combined with the growing recognition of Portuguese wines worldwide, it becomes opportune to associate wine with the country and its regions. The main goal of this project was to investigate how possible is to create a regional brand in the Beira Interior wine region, named Beirin, focused exclusively on international markets. This brand would work as an association, where producers and commercial operators would join together to create synergies in production, costs, marketing, and external promotion. The methodology chosen was the survey of producers in the region. We designed the project for the creation of Beirin, trying to achieve its strengths, finding solutions for its weaknesses, and taking advantage of opportunities as part of the solution to threats. We conclude that Beirin has the potential to be a success, not only in the wine sector but also in other areas, namely regional tourism. Central to its success is the sharing of its assets, as well as the commitment of all stakeholders. The Beirin brand will be a relevant challenge for the entire region.
Description
Keywords
Associação de Produtores Beira Interior Branding Exportação Internacionalização Vinho Vinicultura