A Strategic Analysis of the Competing Factors in the Global Wine Trade and the Development of a Model to Facilitate Foreign Country Entry Mode

Abstract

This chapter investigates the crucial components that facilitate export competitiveness in the global wine industry. These components can be described as “determining factors” considered central in the wine trade as they facilitate growth and sustainability of the wine industry on the global level. The chapter analyzes published literature, applies desk and field research, and proposes a framework that includes a sample SWOT analysis as well as a model to determine potential competitive elements based on LONG PESTLE analysis, a sample competitive grid, and an industry analysis inventory. The chapter contributes to the body of knowledge of strategic management, strategic marketing, globalization of the wine business, wine trade growth strategy, and international business. The results will benefit all stakeholders in the global wine market and especially companies directly involved in the wine trade.