Resumen de A importancia das "marcas dos clientes" (bob's) na comercializaqáo do vinho do porto no mercado belga
Victor Rocha, Ana Pinto de Moura
The goal of this is to evalúate the impact of the role of both strategic objectives and strategic focus of leading Portuguese Port wine shippers on the Belgian market, as well as identifying the potential adjustments to their current strategies to get a better performance on this market. Therefore, a qualitative research was made next to the persons with full responsibility in the companies leading Port wine export to the Belgian market. This research revealed that these leading companies show different strategic objectives and strategic focus: while most Portuguese Port wine shippers have been strategically focusing on the Port wine's manufacturing/sales volume with "buyer's own brandies" (BOB's), in order to optimise their productivity and market share; other Port wine shippers have been strategically focusing on the Port wine's manufacturing/sales volume with shipper's own brandies based on "premium" and "deluxe" categories, separating themselves from other segments, which are too common.
