The Portuguese Winegrowing Sector – weaknesses, potential and proposals for a new cycle

The Monitor Group Report by Michael Porter

Defined as one of Portugal’s most promising “clusters” in the Monitor Group Report on the Portuguese economy commissioned by the Cavaco Silva Government in the early 1990s, the winegrowing sector came under intense scrutiny yet again when ViniPortugal invited the consulting firm founded by Michael Porter to take a second look at Portuguese winegrowing. The result was a realistic picture composed of several serious structural weaknesses tempered by huge potential to build upon. The Report, presented in May 2003, not only diagnosed the problems, but also put forward clear objectives - quantified and time-scaled – including strong investment in the British and American markets and to increase exports of premium wine to reach the goal of €1 billion by 2010.

Porter 1 – Cluster Competitiveness and Plans of Action (Port.) (DOWNLOAD)

Porter 1 – Activating Wine Cluster Strategy (Port.) (DOWNLOAD)

Porter 2 – Marketing Strategy for Portuguese wines in the UK and US. (Port.) (DOWNLOAD)

Porter 2 – Additional Points of Action – USA and GB (Port.) (DOWNLOAD)

Porter 2 – German Market Report (Engl.) (DOWNLOAD)

Porter 2 – The US – Chicago Market – Porter Report 2 (DOWNLOAD)