Expansion of "Castell d'Encús" to Norway

Abstract

This paper focuses on the expansion of the Catalan winery Castell d'Encús, into the highly competitive and regulated wine market of Norway. The business plan is focused around a margin strategy due to the winery ́s small size and unique characteristics which allow them to differentiate themselves through high quality and experimental wine. It provides a comprehensive analysis of the Norwegian wine industry which will be penetrated through the on-site HORECA market as this channel is exempted from the state- owned monopoly regulation as well as it represents a great opportunity for smaller wineries aiming for premium prices. An exclusive distributor agreement is selected as entry mode, where marketing plan as well as marketing expenses are to be jointly developed and shared. Specialized marketing activities we will used in order to establish as an experimental, authentic and high-quality brand in Norway.