International expansion, market maintenance strategy used by French winemaking

Abstract

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