International expansion, market maintenance strategy used by French Winemaking Industry

• Author: Barbulescu O.
• Pages: 273-278

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 1 - 2016

International expansion, market maintenance strategy

used by French Winemaking Industry

Oana BRBULESCU1

Abstract: Starting from the theoretical concepts that define the maintenance strategies for

the international market, this paper presents the results of a quantitative research survey

conducted among Romanian consumers of wine. What is aimed at is to know their attitudes

and opinions referring to wine imports in order to identify a strategy for the entrance on the

Romanian market of the French wine producer Louis Latour, which is imposed by the need

to maintain sales in the context of demand shrinking on the home market. The conclusion of

the quantitative research conducted on a sample of 402 people from all country regions

reveals the opportunity of entering the Romanian market by using indirect export as a way of

entering the market.

Key-words: wine market, quantitative research, winemaker, export, consumption

1. Introduction

The economic strategy represents the assembly of economic goals that the

management of a company intends to achieve, the objectives set on the basis of

studies, scientific research, forecasts; actions which need to be taken at different

time intervals and the way in which resources are allocated in order to maintain the

competitiveness and the future development of the company.

An organization's ability to integrate its environmental forces, to concatenate

its internal resources and integrate the pressure from investors and stake holders in

order to succeed in creating create value at the end of each business cycle is crucial

to its success and sustainability (Drumea, 2004).

Clients want to have confidence in the company's ability to provide the

required quality and to maintain this quality. To earn this trust, the company must be

able to demonstrate that it has implemented an effective quality management system

(Neacşu, 2015).

In a tense and unstable economic environment companies secure their

existence and success through the adoption of appropriate strategies (Bltescu,

2010).

1 Transilvania University of Braşov, oana.barbulescu@unitbv.ro