Perfil de mercado del vino ecuatoriano hacia el mercado colombiano. Caso de estudio : Vino Dos Hemisferios.

Abstract

The objective of this research is to develop a Market Profile of Ecuadorian wine towards the Colombian market, case study: Vino Dos Hemisferios. In order to carry out the present profile, primary and secondary information was gathered. Additionally, a survey related to the consumption of wines in the city of Bogotá was conducted, in order to obtain information about tastes and preferences, frequency of consumption, habits of consumption, among others. The project will be divided into five chapters, which use an inductive, descriptive, analytical or deductive methodology. The first chapter focuses on the analysis of the generalities of the investigation; subsequently, a conceptual, theoretical and referential framework is elaborated to support the information presented in this work. Likewise, a technical study was carried out, explaining the different stages and components of the winemaking process. Within the market study, the supply and demand of wines is detailed both globally and locally (Colombia); followed by the design of a strategic plan for the wine of Dos Hemisferios “Travesía”, and finally, the description of the export logistics requirements for the product. After having carried out the development and analysis of each of the chapters, it was determined that the Ecuadorian wine “Travesía” of Dos Hemisferios would have a great acceptance in the Colombian market, specifically in the city of Bogotá.