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Bachelor thesis

A strategy to export Swiss wine to Germany : the case of Uvavins-Cave de La Côte

    2015

91 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2015

English Uvavins - Cave de la Côte is a Swiss based company producing and selling wines in Switzerland and abroad. The relatively high per capita consumption of wine in Switzerland used to allow domestic wine makers to sell the entire production locally without too much difficulty. However, this trend is changing and it has become more challenging to sell Swiss wines to Swiss people. The decrease in national consumption and the pressure on prices with imported wines being the two main reasons to explain this phenomenon. As a response Uvavins has been trying to expand its activities in different countries and now sells wines across the world in countries such as China, Germany or Japan. When approached to help them grow abroad, the company expressed its interests in looking into the German market. Since 2012, an employee has been working for Uvavins to boost sales of Swiss wines on the German territory. However, the company’s expectations weren’t reached and the situation has been stagnating. Even if sales increased from one year to another, Germany used to be the biggest importer of Swiss wine in volume, so the company had bigger aspirations. Therefore, the goal of this paper attempts to raise a list of opportunities for Uvavins on that specific market. By following them, the Swiss company should be able to strengthen its position, increase its exportation and achieve higher profits. Each opportunity has a certain potential and implications, consequently an interview with a wine specialist has been conducted in order to decide which one should be pursued. After analyzing the German market and the company itself, seven market opportunities were defined. From that initial selection, about four of them demonstrated the highest potential: the premiumisation of the range of products meaning that the company should focus on a limited amount of high-end wines, the closing of distribution channels in order to prioritize the Direct Sale and Specialists, the brand identification by using the Swisswine symbol to increase the product awareness and the development of new partnerships to have other ways of attracting customers. These opportunities were developed while keeping in mind that the company isn’t willing to invest heavily in its expansion. The analysis clearly highlighted the fact that there is a lack of strategy and that the company needs to work on its positioning and image.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • Economie d'entreprise
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 258574
  • RERO R008353439
Persistent URL
https://sonar.ch/hesso/documents/314788
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