DFJ Vinhos: Wines in China, A promising but difficult market

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TN Exhibit 3 – Maslow´s hierarchy of needs Self - Actualization Aesthetic needs Cognitive needs Esteem needs Social needs Safety need Physiological need 52
Bibliography Source: AICEP Portugal Global, (April, 2011): China, Vinhos – Análise Sectorial; Blaise Nothern, Grace Lu, Professor Feng (05-10-2011),” Chinese Growing; Demand for Luxury Products”; Chimport, (2013), exhibition data; Company´s data and website; Euromonitor International, ( July 2012), “ Wine in Portugal”; Helen Wang, Author of “the Chinese Dream: The rise of the Middle class and what it means to you”; Ministério da Agricultura, (April 2011):“Evolução das Exportações com Destino a uma seleção de mercados”; Ministério da Agricultura, (April 2011), “O Mercado internacional do Vinho”; Patrick Schmitt, (7th June, 2012), ”Building wine brands in China is complex and costly”; Philip Kotler, G.Armstrong, Veronica Wong, and J. Saunders - Principles of Marketing, Fifth European Edition; Philip Kotler, Kevin Lane Keller, (2009), Marketing Management - 13th.Edition; Robert Dolan’s ‘Note on Marketing Strategy, Harvard Business School Case No. 598-061; Staff reporter, Want China Times, 2012-02-01, “Gift market worth billions in China” ViniPortugal ,(2013) – IVV, www.viniportugal.pt; Wikipedia: “Economia da República Popular da China”http://pt.wikipedia.org/wiki/Economia_da_Rep%C3%BAblica_Popular_d a_China; Wine enthusiast magazine, (August 2013); Wine Intelligence Vinitrac® China research, July 2010. 53
Page 1 and 2: DFJ Vinhos: Wines in China, A promi
Page 3 and 4: Acknowledgements Firstly, I would l
Page 5 and 6: Exhibit 11: Interview to Alberto Ca
Page 7 and 8: As CEO of DFJ Vinhos he has been de
Page 9 and 10: Slovakia, and Bulgaria; in Africa:
Page 11 and 12: Premium Medium Sweet collection Pre
Page 13 and 14: Middle class is mostly concentrated
Page 15 and 16: Furthermore, more than being a fine
Page 17 and 18: The margins applied by the major su
Page 19 and 20: 2 nd scenario - Upper segment With
Page 21 and 22: Exhibits Exhibit 1 - Wine market di
Page 23 and 24: Exhibit 4 - Wine imports in China W
Page 25 and 26: Exhibit 7 - Chinese consumer´ crit
Page 27 and 28: Exhibit 10: Relative weight of the
Page 29 and 30: 40% to 50% from distributer to stor
Page 31 and 32: First, one should stress that, as t
Page 33 and 34: 5. Use of the Case The case study
Page 35 and 36: iii. Chinese Wine Market: The Chine
Page 37 and 38: The company’s core business is wi
Page 39 and 40: Recognized Winemaker: José Neiva C
Page 41 and 42: 3) Describe the current attractiven
Page 43 and 44: the middle/high end wine, which is
Page 45 and 46: annually. The rising middle class w
Page 47 and 48: Culture has an enormous preponderan
Page 49 and 50: They buy the product to fill a soci
Page 51: Exhibit TN TN Exhibit 1 - Porter´s

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