market entry strategy - Summary Villa Hisar and Villa...

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Summary “Villa Hisar” and “Villa Lyubimets” are trademarks of VERTIKAL company for producing of high quality red and white wines. They appeared on Bulgarian market five years ago when along the region of Lyubimets and Hissar were planted first vines, and the products were named after their places of origin. The company owns 1240 acres vineyards near Lyubimets and Hissar. The vineyards are cultivated on modern vine-growing techniques under strict technological control. The company’s main prerogative is to produce high-quality products, from new generation, in order to satisfy the needs and tastes of the wine connoisseurs. For the red wine admirers Villa Lyubimets produces and offers wine from Cabernet Sauvignon, Merlot, Syrah and Mavrud grape varieties. For the white wine varieties Villa Hissar produces and offers wine from Chardonnay, Sauvignon Blanc, Traminer, Misket and Riesling grape varieties. As representatives of VERTIKAL Company we want to export production to Germany. As you can see in the information below, German consumers prefers generally red wines but the share of Rosé wine has increased slightly and Rosé wines are expected to gain more market share in the coming years. Here is our big competitive advantage – the wine from “Villa Lyubimets” Rosé Syrah 2009 won the gold medal at the prestigious exhibition "Vinalies International", Paris, France. We are convinced that with this brand we’ll have a huge success among German consumers. In May 2008, the NVWC reported that Bulgarian wines won 40 awards (produced by 20 local wineries) at 2008 London wine competition which is the best industry achievement to date. Eight leading local companies have united in Bulgarian Wine Fraternity ( Villa Lubimetz , Santa Sara, Tera Tangra, Telish, Damianitza, Katarzyna Estate, Besa Valley, Logodaj) which had the goal to promote Bulgaria’s image as a wine producing country abroad. Country Identification
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Germany has the largest population in Europe with over 82 million inhabitants. Germany lies in the centre of Europe and covers an area of just over 357,000km², stretching from the Alps in the south to the North Sea and Baltic Coasts in the North. The highest point is the Zugspitze at 2,962m in the Alps and the lowest point is at 3.53m below sea level near the North Sea coast. The country is made up of 16 federal states and shares borders with nine European countries. Its longest River is the Rhine (865km), followed by the Elbe (727km) and Danube (687km). Berlin officially became Germany’s capital city in 1991 but the transition from the former capital, Bonn, took a total of 12 years. Germany History, Population, Language and Culture Today, Germany consists of over 82 million inhabitants, more than 7 million are foreign nationals. Its two main religions are protestant and catholic. Religious freedom is enshrined in Germany’s basic law (Grundgesetz). The official language is German and many dialects are spoken throughout the country that can be difficult to
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This note was uploaded on 05/04/2011 for the course FINANCE 104 taught by Professor Smith during the Spring '10 term at Abilene Christian University.

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market entry strategy - Summary Villa Hisar and Villa...

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