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Analise Do Mercado Do Vinho Do Porto

5138 words - 21 pages

ÍNDICE
1. Introdução..................................................................................... 3
2. O Vinho do Porto.......................................................................... 4
3. Características do Mercado............................................................ 5
3.1. Segmentos de Mercado......................................................
3.2. Tendências Para a Procura......................................................
3.3. Canais de Distribuição.................................................................
3.4. Principais Concorrentes.................................................................
4. Identificação do ...view middle of the document...

2. O VINHO DO PORTO
O Vinho do Porto é produzido numa região situada nas margens do curso médio e superior do rio Douro, com terreno muito apropriado e clima muito favorável, que contribuem para a produção dum vinho de qualidade elevada apreciado no mundo inteiro. É um vinho natural e fortificado, produzido exclusivamente a partir de uvas provenientes da região demarcada do Douro, norte de Portugal, sendo que a Régua e Pinhão são as zonas de maior produção deste produto.
O seu processo de fabrico inclui a paragem da fermentação numa fase inicial e na adição de aguardente vínica.
Existe uma grande polémica à volta da “descoberta” do Vinho do Porto. Há quem defenda que o Vinho do Porto surgiu da necessidade que havia de encontrar uma forma para que o vinho de mesa não azedasse. Esta “versão” é mais defendida pelos produtores Ingleses, quando os mercadores britânicos adicionaram brandy ao vinho da região do Douro para evitar que este se estragasse. Mas o processo que caracteriza a obtenção do precioso néctar era já conhecido bem antes do início do comércio com os ingleses. Segundo alguns registos, já na época dos Descobrimentos o vinho era armazenado desta forma para se conservar mais tempo durante as viagens. A diferença fundamental reside na zona de produção e nas castas utilizadas, hoje protegidas.
O Vinho do Porto apresenta uma enorme diversidade de tipos com uma riqueza e intensidade de sabor e aroma únicas. Tem um teor de álcool elevado( 19 a 22% ) e uma vasta gama de doçuras e grande diversidade de tons de cores. Este vinho pode ser Tawny, Ruby ou Branco e quanto à doçura pode ser muito doce, doce, meio seco ou extra seco. Além disso, o Vinho do Porto apresenta categorias especiais como os Reserva, os LBV, os Tawnies envelhecidos, os Vintage e os Colheita.

.

3. CARACTERÍSTICAS DE MERCADO
Dimensão do mercado (valor e volume) e taxa de crescimento
Quadro 1- Dimensão e evolução do mercado
INA
2004 2005 2006
Volume (Uni) 5.847.184 5.983.905 5.893.772
Var.Vol. 0% 2% -2%
Valor (€) 36.777.431 34.200.737 33.866.466
VarValor 0% 1% -1%

O mercado do Vinho do Porto no ano de 2004 comercializou 5.847.184 unidades, apenas nos canais de distribuição como as grandes superficies comerciais e as pequenas lojas tradicionais (INA). É possível verificar uma taxa de crescimento de 2% no volume de vendas do ano seguinte, sendo que em 2006 há um decréscimo de 2% nessa mesma variável. Relativamente às vendas em valor, houve um aumento de apenas 1% em 2005 e em 2006 um decréscimo de 1%. Com estes dados, podemos concluir que as vendas em unidades aumentaram (embora não tenho sido um aumento significativo) mas em valor diminuiram o que poderá se dever ao facto de uma descida no preço do produto.

3.1 Segmentos de mercado
Através da análise dos dados fornecidos pela base de dados AcNielsen identificamos quais os segmentos de mercado e qual a sua representação, apresentando ainda diversas características sócio-demográficas dos...

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