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Konundrum consulting project - international marketing: action plan

2022-01-20Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorTorres, António Marinho
dc.contributor.authorBlatt, Felicitas
dc.date.accessioned2022-05-30T11:09:14Z
dc.date.available2024-12-17T01:31:44Z
dc.date.issued2022-01-20
dc.date.submitted2021-12-17
dc.description.abstractKONUNDRUM Consulting Project –International Marketing: Action Plan The action plan intends to map KONUNDRUM’s necessary considerations and actions to successfully enter the Japanese market and identifies its true potential. The project illustrates both strategic and financial decisions. The strategic decision comprises advantages and disadvantages for different entry modes, highlighting the benefits of exporting as well as different options within exporting. The two strategically more relevant options are analyzed financially by conducting a financial forecast and calculating investment decision metrics to decide for one exporting option ,as well as the identification of the market potential. Besides this, a detailed action plan for a possible expansion is established. The field lab explores whether expanding to Asia is viable for KONUNDRUM. In the first chapter a comprehensive overview of the business model, industry-challenges, limitations, and objectives are presented. The next chapter focuses on selecting the best-fitting market, namely Japan, through a decision funnel and resulting ranking. The next chapter is dedicated to further research for the focus market among four crucial factors. The fourth chapter focuses on examining different expansion strategies to construct an entry plan for KONUDNDUM. The last chapter analyses the most promising entry mode financially. A decision is made whether the respective market is worth expanding.pt_PT
dc.identifier.tid202974642pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/138965
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectMarketing strategypt_PT
dc.subjectBrand strategypt_PT
dc.subjectStrategy and international businesspt_PT
dc.subjectEntry Modept_PT
dc.subjectExternalizationpt_PT
dc.subjectStrategic decision-makingpt_PT
dc.subjectFinancial forecastpt_PT
dc.subjectRecommendationspt_PT
dc.subjectFuture outlookpt_PT
dc.subjectCall to actionpt_PT
dc.titleKonundrum consulting project - international marketing: action planpt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations