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A comparative study of wine marketing in France and in Germany

  • This thesis paper aimed to compare the marketing of wine in Germany and France. Though Germany and France are neighboring European countries, they are culturally, politically, socially, economically, geographically, and technologically different. These differences, directly and indirectly, affect the way both countries do business. Three research questions helped to compare wine marketing in Germany and France. These questions are the following: Factors that go into the wine production as well as certain indicators or characteristics inform the potential customers about the quality of the wine they have in their glasses. That is why the first question in this thesis focused on how the quality of wine is defined in Germany and France. Wine Associations at different layers: regional, national, European, and international play an important role in wine promotion. So, the second re-search question was to investigate the contribution of these different wine co-operatives in wine marketing. To market their wine, many countries put in place different marketing strategies to increase their wine image and customer base. That is why the Last part of this paper was to compare the different marketing strategies used in the wine sector in Germany and France. This thesis ended up with a conclusion.

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Metadaten
Author:Danielle Aurore Kembou Domche
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Language:English
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/02/28
Release Date:2022/03/02
Tag:France; Germany; Marketing strategies; Wine industry
Page Number:75
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt