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Internationalization project of salivitae - an in-depth market analysis of Italy
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This thesis conceptualizes an internationalization strategy for Salivitae, which produces and
sells Salicornia. Using primary and secondary data, Salivitae’s current situation in Portugal is
analysed. Through combining clustering and ranking methods, the five markets with the highest
potential are identified. Italy is analysed in-depth regarding market attractiveness. After
evaluation, Germany is determined as most attractive market. Different entry modes are
scrutinized, with direct exporting presenting itself as most suitable. The marketing plan gives
recommendations on how Salivitae should offer its product in the German market. The financial
plan evaluates the present and future financial situation of Salivitae using different scenarios.
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International business Marketing Strategy Finance Growth strategy Small business management Internationalization