|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||La Food Valley emiliano-romagnola: opportunità di Export nel mercato tedesco|
|Titolo in inglese||Emilia-Romagna's Food Valley: Export opportunities in the German market|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2018-12-12|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2058-12-12|
La presente tesi di ricerca ha come oggetto le eccellenze della Food Valley emiliano-romagnola, con l’obiettivo di analizzarne le opportunità di Export nel mercato tedesco. L’agro-alimentare è uno dei settori trainanti dell’economia Italiana e la Food Valley ne è sicuramente un forte simbolo. Tuttavia, data la profonda convinzione che il suo potenziale commerciale possa essere ulteriormente sfruttato, ho deciso di dedicare il mio progetto di tesi magistrale all’analisi delle sue opportunità di Export in riferimento al mercato tedesco, con l’obiettivo finale di apportare il mio personalissimo contributo al miglioramento di questo settore di importanza cruciale.
The present research thesis will focus on the excellences of Emilia-Romagna’s Food Valley, with the ambitious aim of analyzing its Export opportunities in the German market. The agro-food and wine sector is one of the most performing of the Italian economy and the Food Valley certainly is one of its strongest symbols. However, given the strong conviction that its market potential could be better exploited, in my Master thesis I decided to analyze its Export opportunities in the German market, providing my very personal contribution to the improvement of this sector of vital importance. Chapter 1 and 2 provide a framework for the entire work. Chapter 1 is a brief introduction to the concept of Made-in-Italy, with special regard to the agro-food and wine sector. Chapter 2 takes a closer look at the Food Valley and its typical products; it then focuses on the economic relationship with Germany, providing a macroeconomic overview of the country and analyzing German consumers’ preferences and consumption habits. Chapter 3 and 4 represent the core of my research, presenting the original results of a long multiphase analysis. Chapter 3 aims at investigating German consumers’ perception of Food Valley’s typical products: the research consists of two complementary analyses, the first of which is preliminary and propaedeutic to the second. The first analysis is qualitative and consisted in some in-depth-interviews, based on a loosely structured questionnaire and addressed to a selected sample of German consumers of different ages and backgrounds, to gain a 360° overview; the second analysis is quantitative and was based on a strategic multiple-choice questionnaire that was addressed to a wider sample of consumers. The results of the two analysis were finally compared in order to provide a detailed overview. In Chapter 4 the attention shifted on business actors, namely Italian consortia and exporting companies of the territory, that were the protagonists of another qualitative analysis. This last research consisted in some in-depth interviews aimed at investigating marketing and communication strategies currently adopted, in order to verify their efficiency and if they match consumers’ actual behavior and expectations. The heterogeneous spectrum of the subjects interviewed includes 3 consortia, 2 exporting companies and one Start-up. The analysis and comparison of the data collected showed a partial match: enterprises and consortia are on the right track but some aspects could certainly be improved and strengthened, both in terms of marketing and communication. In the conclusions I finally proposed some practical suggestions that might be useful and directly applicable to the sector analyzed, leading perhaps to some future improvements.