Abstract
Today, with the globalization, companies have to establish in other countries than their origin country, to be more competitive and to resist in the market, especially in the wine market. So, the main part of companies opens new subsidiaries in other countries and more on emergent markets with a good and high growth. One of the most coveted markets is this of Brazil. Indeed, the Brazil had an incredible growth which reached 7% in 2009. So, it's really attractive for companies which want to expand and increase their profits. Also, with this growth, the consumers' purchasing power increases too. So, Brazilian consumers have more revenues and spend more money for consumption of current goods, in particular for product like Champagne. Indeed, their consumption looks increasingly to the consumption in western countries.
Thienot is a company which sells about 34 millions of bottle each year. The company is divided in two between Champagne and Bordeaux regions. About 500 employees are distributed between both geographical zones. The group recorded 240 million euro turnover in 2008. For the branch "wines" (141 million turnovers) the group represents 28 million bottles in volumes, 68 % of the turnover is realized in the export where various brands are present in 85 countries. For the branch "champagne" (98 million euro of the turnover), the group represents 5.7 million bottles.
The group produces Champagne but wine too. Indeed, the group purchased several domains of wine, especially Bordeaux wines. The company leads a strategy of diversification; this allows it increasing its profits, attracting more customers, facing in crisis period, raising its notoriety. In this case, we are going to study the company Thienot, but only its Champagne activity and I decided to establish it in Brazil, to become more international and attract a new target, the Brazilian middle class. Indeed, this class is the most important in Brazil and has a good growth of its purchasing power. But, to set up in new market, especially in Brazil, we have to analyze the market environment and its differences, to adapt easier.
