International marketing of the Lebanese wine

Abstract

The purpose of this thesis is to study the internationalization of the three leading wine producers in Lebanon. It will focus on their respective marketing approach to globalization. Chapter 1 introduces the concept of globalization and its effect on local companies.

Chapter 2 discusses the potential of internationalization according to the business sector. It analyses international marketing strength and weakness and the general trend it incurs on the companies development internationally.

Chapter 3 defines international marketing, It studies the product and pricing policy, its modes of presence, distribution and communication methods.

Chapter 4 is an overview of the OIV and international wine events that allows the wine industry to be recognized globally.

Chapter 5 sheds light on the Lebanese market and the role of the government, the French-Lebanese chamber of commerce, and the private sector.

Chapter 6 focuses on the three leading Lebanese wine producers with a SWOT analysis on each. It contains interviews with key personnel.

Chapter 7 summary the reasons for the internationalization of the Lebanese wine producing companies. It highlights the international marketing policies and proposes long term strategy.

Chapter 8 finally concludes the big potential of the Lebanese wine to develop internationally despite the external factors that are hampering the products success.