Samenvatting

This report is written as an import policy plan. First the Croatian wine sector is investigated. Croatia is a country with a booming tourism industry and especially the last years Croatia has become more popular amongst Dutch people. Croatia is also a country with a long history in producing wine. The country is divided into four wine regions: two regions on the coastal area and two in the inlands. Croatian wine producers are mainly focused on the domestic market. However, since the full membership in the European Union this phenomenon can change because of the lower export restrictions, which makes it easier to start exporting the wine abroad. On the other hand, the Dutch wine consumption is increasing, and beer is still the most popular beverage in the Netherlands, its consumption is decreasing whereas the consumption of wine is increasing.
In order to have a better insight into the Dutch wine market a DESTEP analysis has been made. As already mentioned, wine is becoming more popular. The Dutch prefer to drink wine in restaurants. According to the Rabobank, the largest group of customers in restaurants are elderly people. A demographic phenomenon of aging is visible in the Netherlands. These two facts could be positive for the wine industry and the increase of wine consumption..
Wine is a product that will always be consumed. Its place in the product life cycle is in the revitalization phase. This means that only small changes or adaptations can distinguish a producer from its competitors. Three segments that are the best option for the Croatian wine producers are supermarkets, liquor stores and Internet stores. These three segments distinguish themselves in the price and quality range.
Using the five forces of Porter the level of competition within an industry is being discussed. Wine is a unique product that can be replaced by two other beverages, beer and spirits. Although the level of beer consumption is still higher compared to wine, it is decreasing. The wine that is being consumed in the Netherlands is imported from the following countries: France, Italy, Germany, Spain, Chile, South Africa and Australia. Their wines can be found in every of the three segments already mentioned. The three segments differ from each other. Supermarkets are focused on the price of wine where as liquor stores and Internet stores are focused on the quality of wine.
Producers that purchase wine from Croatia to the Netherlands do not need to pay any import tariffs, because of the full membership of Croatia in the EU, however, excise duties and the VAT need to be paid. Because every member state of the EU has its own amount of excise duties, the European Union developed a new system that determines automatically which amount of excise needs to be paid. This system is called EMCS.
One of the most important recommendations for Croatian wine producers is marketing. Croatian producers should organize tastings and events for Dutch experts and sommeliers. The Croatian embassy in the Hague could be contacted to achieve this and organize such an event in the Netherlands.