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Internationalization field lab: pontual software solutions - in-depth analysis of Germany
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| 2.88 MB | Adobe PDF |
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This thesis consists of the development of an internationalization plan for Pontual Software Solutions, a medium-sized Portuguese company. This paper explores the International Market Selection process for the software industry, investigating the main differences from other industries. Moreover, it provides an in-depth analysis of Germany, one of the potential markets obtained from the country clustering and ranking, detailing its characteristics on four dimensions: contacts, competition, overall sales potential and market entry conditions. This analysis aims at evaluating the most promising market so that an international entry strategy, marketing plan and financial forecast can be developed.
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International business Strategy Market selection Smes Germany Software industry