Internationalization field lab: pontual software solutions

Abstract

This thesis aims to develop an internationalization plan (which includes a strategic analysis, international market and entry strategy, marketing plan and financial forecasts) for Pontual Software Solutions, a medium-sized Portuguese enterprise operating in the software industry. The relevance of the international market selection activity for small and medium firms is examined in this literature review. Furthermore, this paper includes an analysis of Switzerland as a prospective market for Pontual to establish itself, which examines four areas in depth: contacts, competition, sales potential, and market entry conditions. This study tries to assess whether Switzerland is a viable market for internationalization.