Italian Wine Market in China: Defining the Right Approach – a Study on Levers and Criticalities to Set up a Winning Strategy for Italian Wineries
Master’s Degree Programme – Second Cycle (D.M. 270/2004) in Economia e Gestione delle aziende – Curriculum International Management Final Thesis Italian wine market in China: Defining the right approach – A study on levers and criticalities to set up a winning strategy for Italian wineries Supervisor Ch. Prof. Fabrizio Panozzo Graduand Valentina Malagoli Matriculation Number 848884 Academic Year 2014 / 2015 ACKNOWLEDGEMENTS This thesis is the result of a long work of research and analysis. The essence of this work is made possible thanks to the contribution of many persons and for this reason I would really like to express my gratitude to those who helped and encouraged me in accomplishing this result. First of all, I would express my sincere gratitude to Gabriella Mazzucato, the owner of Fattoria Monte Fasolo winery, because she initially introduced me the issue of Chinese wine market for Italian wineries and she dedicated her time in explaining me this matter, providing her experience and professionalism. Her work history gave me the idea about the object of my work: try to help Italian wineries in being successful in China. Then, I would really thank all those people who, even without knowing me, contributed at this thesis. I would start thanking Elisa Rossetto, Bisol’s Asia Pacific Export Manager, who contributed reporting her direct and broad experience of Chinese wine market and who get me in touch with Zonin’s East Asia Area Manager: Pierluigi Pollio. I would make a special thank to Pierluigi because he spent a lot of time in explaining me Zonin’s experience in China and he also provided me with particularly relevant market information.
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