Targeting Methodologies for International Agribusiness, the Case of Protected Geographical Indication Radicchio Rosso di Treviso

This chapter analyzes a specific method of selection to classify the most suitable foreign country for the commercial promotion of the Treviso Radicchio Rosso PGI. Study also compares some selected countries in order to draw up the ranking of five ideal nations. The concept of agribusiness as a theoretical framework is since its inception naturally associated with the notion of value chain. Back in mid-20th century, increasing bonds between consumer experience and agricultural production had already been identified.

The specific analysis considers many variables, chosen with a view to selecting eligible markets, and ultimately draws up a consistent ranking of the five best nations. A planned approach to international trade development requires an analysis of the different foreign markets so as to identify and select the countries that offer the best opportunities. Using the Overall Market Opportunity Index (OMOI) technique, the most potential foreign market is identified. The most pertinent signs for each of the seven categories that are used to evaluate their appeal are highlighted in this. According to the research, Denmark is the top market for Treviso Radicchio segmentation methods. Accordingly, policy and business implications are addressed, and opportunities for future research into emerging related issues are suggested. The rapid changes in behaviours, the increasingly urgent nutritional needs, a growing multitude of young people forecast unprecedented economic impacts in demand. These factors are associated with the desires to taste typical Italian food, with customs extremely receptive with respect to modern marketing strategies, facilitated by new distribution technologies. Enhancing the ranking analysis techniques that may be applied to choose global agribusiness goals for Made in Italy enterprises will increase their competitiveness globally.