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The internationalization of a Portuguese small and medium enterprise: the case of Vale da Rosa
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Resumo(s)
Trade liberalization, the opening of new markets, as well as, the stagnation of
traditional markets have posed SMEs new challenges. Several times due to the
saturation of domestic markets, SMEs are looking for expansion opportunities
overseas, more significantly in emerging markets. This is the case of many
Portuguese SMEs.
The purpose of this thesis is to analyze the expansion process of a Portuguese SME,
Vale da Rosa, into the Angolan market. Vale da Rosa produces seeded and seedless
grapes, and the aim, was to assess how the firm could increase market penetration in
Angola, which is a significant importer of Portuguese food products. The information
needed was gathered through the performance of interviews to a member of the firm,
as well as, collection of secondary date. Moreover, the purpose was also to understand
Angolan consumers’ behavior as well as perceptions of the brand, which would be
relevant to the elaboration of recommendations. This information was gathered through a survey. Therefore, the study allowed to understand, which strengths could the firm leverage and the weaknesses it had to overcome in order to take advantage of the opportunities and surpass the challenges identified. It was concluded that the firm could either increase market penetration through increase in exports and through engagement in a strategic alliance. To do this, it would be relevant for the firm
establish contacts in the market, as well as, leverage its network.
Keyword: Internationalization Strategy, Small and Medium Enterprises (SMEs), Vale
da Rosa, Angola, Table grapes’ market.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics