International expansion, market maintenance strategy used by French Winemaking Industry

Oana Uță Bărbulescu

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Wine Industry and Tourism Marketing and Advertising Strategies International Business and FDI

Abstract

Starting from the theoretical concepts that define the maintenance strategies for \nthe international market, this paper presents the results of a quantitative research survey \nconducted among Romanian consumers of wine. What is aimed at is to know their attitudes \nand opinions referring to wine imports in order to identify a strategy for the entrance on the \nRomanian market of the French wine producer Louis Latour, which is imposed by the need \nto maintain sales in the context of demand shrinking on the home market. The conclusion of \nthe quantitative research conducted on a sample of 402 people from all country regions \nreveals the opportunity of entering the Romanian market by using indirect export as a way of \nentering the market.

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