Browsing by Author "Walter, Lena"
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- Managing the international perception issues of the German Wine IndustryPublication . Walter, Lena; Karpa, WaldemarThis dissertation is based on a mixed-method research composed of a quantitative data analysis and an in-depth expert interview to investigate the current developments in the competitive landscape of the international wine industry and its repercussions on the German wine industry. This thesis investigates whether managing international perception is of great significance to strengthen the market position of the German wine industry in an international but also domestic context. The obtained results from the quantitative analysis distinctly prove the imperative of the German wine industry to hone its international perception due to worldwide but also domestic competitive pressure triggered by new global players and increasing trade behavior. Under the consideration of already existing competitive advantages of the German wines, which are emerged in the expert interview, and the current competitive landscape this thesis suggests an overall strategic orientation focusing on quality rich wine and a niche market positioning. Moreover, there is a pressing need to use online channels to communicate the differentiating factors of the German wines and to also target the promising customer segment of the millennials. Tourism is another possible communication channel. The differentiating characteristics are the long-standing tradition and the relative low alcohol content of the German wines. In addition, emphasis should be given to a simplified labelling by naming the grape variety and taking advantage of “Made in Germany”. Moreover, research focus should shift from the production process to the product and its associated costumer demands. Finally, additional research gaps and potential future issues are suggested.