An assessment of viability of exporting Moldovan wines in the US: necessity or opportunity?

Abstract

[EN] In 2006, Russia impose an embargo on Moldovan wine s. As a consequence, Moldovan wine indust ry felt to the ground. The industry stood in an uncertain economic situation and in order to revive it, Moldovan winemakers should consider finding new markets for their wines. This thesis analyse the feasibility of exporting Moldovan wines into the largest wine market in the world, the U.S. wine market. I t evaluates the characteristics of Moldovan wine industry and its opport unities in relation to the U.S. wine market. The thesis focuses on the evolution and trends of both the U.S. and Moldovan wine markets, the export challenges that Moldovan industry faces and the import barriers that the U.S. market has. Moreover, t his res earch investigates and analyses the internationalisation process of Moldovan wine firms. This process, along with its theories, approaches and models, is examined and transposed with the data obtained from interviews. The interviews are part of the qualita tive research that was employed in this study . The qualitative research describes how Moldovan wine firms internationalise, as well as identifies factors, motives, challenges and obstacles that are related to the internationalisation process. The findings from the interviews and literature reviewed , showed that Moldovan wine firms face various challenges and obstacles when they internationalise. However, their wines exhibit competitive advantages that need to be valorised

[ES] El TFM tiene por objetivo la evaluación del riesgo y la viabilidad de la exportación de vinos moldavos en los EE.UU. Así mismo, la identificación de los mejores métodos de entrada y estrategias para exportar vinos en los EE.UU.