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Developing an entry strategy for Claus Porto to the German market
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| 3.55 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Claus Porto is the high-end and international brand of Ach Brito, a Portuguese producer of
soaps and other beauty and personal care products. Claus Porto has endured and succeeded
the test of time, but has faced numerous “ups and downs”. With Claus Porto at the heart of the
firm (potential) value, the current vision is to growth the brand internationally. The challenge
of the Business Project was to develop an entry strategy for Claus Porto to the German
Market. The analysis and recommendations are described in this paper. Finally, a brief
academic discussion on firm internationalization and a scoring model to measure the
attractiveness of international markets are presented.
Descrição
CEMS
Palavras-chave
Internationalization Premium segment German market