Internationalization strategy of Quinta dos Termos to Brazil

Abstract

As Quinta dos Termos, a Portuguese winery, is facing the need to expand to new markets, this work project is intended to provide guidelines for a successful internationalization strategy. In a first phase, the company is analyzed, and it is found to have important competitive advantages to be explored in international markets. Following the assessment of the Portuguese wine market, it becomes clear that Quinta dos Termos should look for markets abroad. In that phase, several parameters are studied, aimed at making a country selection, where Brazil stands out as one of the most attractive markets. After an analysis of the Brazilian market, it is possible to define the proper mode of entry, and to design an effective implementation plan, in order to reach the desired goals and objectives. Brazil represents, in fact, a great challenging opportunity, where Quinta dos Termos may well be highly competitive at.