Professional Internship Report Analysis and Trends of Colombian Wine Market

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Professional Internship Report Analysis and Trends of Colombian Wine Market Professional Internship Report Analysis and trends of Colombian wine market Harold Ramirez Salazar Dissertation to obtain the degree of European Master of Science in Viticulture and Enology Advisor: Prof. Francisco Gomes da Silva. Jury: PRESIDENT :PhD Jorge Manuel Rodrigues Ricardo da Silva, Full Professor at Instituto Superior de Agronomia, Universidade de Lisboa. MEMBERS: PhD Luca Rossetto, Associate Professor at Università degli Studi di Padova; PhD Manuel José de Carvalho Pimenta Malfeito Ferreira, Assistant Professor with Habilitation at Instituto Superior de Agronomia, Universidade de Lisboa; PhD Francisco Ramos Lopes Gomes da Silva, Assistant Professor at Instituto Superior de Agronomia, Universidade de Lisboa. 2017 - 2019 1 ACKNOWLEDGEMENTS I owe the success of this study to the availability of the different people who worked with me in different places in Colombia, all the professionals I has the opportinity to talked with and obviously M Jacques Pierre Lamat to whom my mission was attached. They gave me technical details about how the different regions, category of people and kinf of markets I was studying about, their information was valuable when I had to go on the field , but also to better understand how to organize my time and prioritaze what is important and what is not. I would like to thank the entire team of the Sales Department for their welcome and their contribution to the smooth running of my internship. More particularly, I would like to thank M. Marlon Giraldo, key Account sales Manager and the person in the company I worked longerto, for his warm welcome within the company, his supervision, his patience and his attention, throughout my thesis. After these five months, I was able to appreciate the importance and richness of the teaching provided by the professors at “Montpellier SUPAGRO and Universidade de Lisboa as Carlos Lopes, Jorge Ricardo, Laurent Torregrosa, Sofia Catarino, among others excelent researchers. They have enabled me to acquire the necessary know-how to face the demands of the business world, and thus more easily integrate an environment that was hitherto unknown to me: Internet commerce. In particular, I would like to thank M. Patrice Lallemand , Director of the Master's Degree. In addition, the training I received during these years allowed me to be at the forefront in a labour market that is becoming increasingly complex following the various economic crises that the world has experienced in recent years. This undeniably influences the hiring policy of companies that are not only looking for a competent professional, butalso a person ready to give the best of themselves to accomplish all the tasks entrusted to them within the company. 2 I would also like to thank all the people with whom I have had the opportunity to learn and collaborate (sales team and technical team), for facilitating my integration into the team and for the many advices and explanations they have given me since my arrival. Finally, I would like to thank Edwin Zuluaga for his review of this thesis and for helping me to clarify the expression of my thoughts as the help in order to achieve this work on time and all the requirements needed. 3 ABSTRACT Colombia has an advantageous position in Latin America, in fact, having left the sea at two oceans Atlantic and Pacific, Colombia is a crossroads where several cultures mix, thanks to this geographical position Colombia has developed in recent years maritime routes in order to become a destination not to be missed not only by tourists but also by the routing of goods Otherwise, in the southern cone countries (Argentina-Chile-Uruguay) Colombia is not a traditional wine-growing country, although in two regions of the country there is wine production, but this production remains very small from a volume and quality point of view, despite the efforts made in recent years by some winegrowers. Despite the increase in consumption in recent years, Colombia remains out of reach in terms of wine, with a culture that is not very interested in the pleasures of wine. The purpose of this work is to show an in-depth overview of the current state of consumption and prospects for the coming years, detailing the strengths, weaknesses and opportunities of the market, to understand these economic analyses it is essential to take into account the social and political panorama that has been constantly changing in Colombia in recent years. Despite Colombia's undeniable economic advantages, the migratory waves not only of Venezuelans but also of Colombians living in remote regions of the country will ensure that in the coming years the public authorities act consistently to avoid a collapse of large cities. In order to understand this work as well as possible, it is essential to take into account that politics and economics are closely linked because one does not exist in the other and above all it is politics that shapes the way a country is conducted economically, which is why this book analyses amply all the aspects that are part of society. Key words: Wine, market, education, policies, economy taxes 4 RESUMO Colômbia tem uma posição vantajosa na América Latina, de facto, tendo ligacào com dois oceanos Atlânltico e Pacífico. É uma encruzilhada onde várias culturas se misturam. Graças a esta posição geográfica Colômbia tem desenvolvido nos últimos anos rotas marítimas para se tornar um destino a não ser pedido não só pelos turistas, mas também pelo roteamento de mercadorias. Por outro lado, a Colômbia, diferente dos países do cone sul (Argentina-Chile-Uruguai), não é um país vinícola tradicional. Embora em duas regiões do país exista produção de vinho, esta produção continua a ser muito pequena do ponto de vista do volume e da qualidade, apesar dos esforços realizados nos últimos anos por alguns viticultores. Apesar do aumento do consumo nos últimos anos, a Colômbia continua fora de alcance em termos de vinho, com uma cultura pouco interessada nos prazeres do vinho. O objetivo deste trabalho é mostrar uma visão profunda da situação atual do consumo e das perspectivas para os próximos anos, detalhando as forças, fraquezas e oportunidades do mercado. Para entender essas análises econòmicas é essencial ter em conta o panorama social e político que tem vindo a mudar constantemente na Colômbia nos últimos anos. Apesar das inegáveis vantagens económicas da Colômbia, as ondas migratórias, não só dos venezuelanos, mas também dos colombianos que vivem em regiões remotas do país, garantirão que nos próximos anos as autoridades públicas actuem de forma coerente para evitar um colapso das grandes cidades. Para entender este trabalho o melhor possível, é essencial ter em conta que a política e a economia estão intimamente ligadas porque uma não existe na outra e, acima de tudo, é a política que molda a forma como um país é conduzido economicamente, razão pela qual esta pesquisa analisa amplamente todos os aspectos que fazem parte da sociedade. 5 RESUMO ALARGADO Do ponto de vista demográfico, a Colômbia é a quarta maior potência da América Latina, depois do México, Brasil e Chile. Nos últimos anos a sua população aumentou a um ritmo constante de 4%, o que sugere uma população que está a ser renovada e, portanto, um mercado para o futuro, que pode ser explicado pela indústria vinícola. No entanto, para explorar plenamente este mercado, é estritamente necessário criar uma cultura autossuficiente de vinho e gastronomía. Apesar dos esforços feitos por alguns importadores nos últimos anos, os colombianos continuam a recorrer a outras bebidas, como cerveja, rum e até mesmo sumos de frutas, que na Colômbia podem ser considerados um produto substituto do vinho. Certamente, nos últimos anos os colombianos têm consumido mais vinho, mas são os vinhos de baixa qualidade que inundaram completamente o mercado. O preço da garrafa custa em média o equivalente a 5 euros, razão pela qual é tão difícil importar vinhos do velho continente. O transporte e os impostos que lhes são impostos deixam estes produtos à sombra quando se trata de competir com vinhos chilenos e argentinos. Com o mercado de médio alcance sendo muito pequeno e pouco atomizado permanece um mercado restrito, disponível apenas para grandes importadores. A Colômbia continua a ser um país muito instável do ponto de vista econômico e social, com uma renda per capita de 6999 dólares por ano, um salário mínimo que mal chega a 350 euros por mês, e uma taxa média de trabalho informal de 50% do salário. A população tem pouco tempo para descobrir e aprender coisas novas, além disso, com a recente crise, cerca de 2.000.000 de nossos vizinhos vivem em sua maioria ilegalmente no país, e a delinquência, a pobreza e a miséria só aumentarão nos próximos anos. Além disso, o tratado de paz assinado há mais de dois anos pelo Estado colombiano está suspenso por causa de numerosos problemas de financiamento, mas também por causa dos compromissos de ambas as partes para alcançar a meta final de paz para o país. Um país que vive uma guerra devastadora de mais de 50 anos e que deixou mais de 8 milhões de pessoas deslocadas internamente nas últimas décadas. Nos últimos anos o 6 consumo de vinho na Colômbia estagnou, certamente entre 2006 e 2016 o crescimento foi exponencial, passando de dois copos por ano para 1,5 litros em 2016. As últimas reformas fiscais aumentaram consideravelmente os impostos sobre as bebidas importadas, incluindo o vinho, pelo que o preço aumentou entre 25 e 40%, o que constitui uma das razões pelas quais o consumo não aumentou. No entanto, nos últimos anos, graças ao boom turístico, os colombianos tiveram uma maior abertura às culturas estrangeiras, especialmente à cultura europeia Estes recém- chegados trouxeram a sua própria cultura, incluindo o vinho, e com isso, novos vinhos chegaram à Colômbia e a cultura do vinho está a começar a crescer.
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