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Wescan internationalization plan
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.1 MB | Adobe PDF |
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Resumo(s)
WSS is a Portuguese brand operating in the natural stone sector as a manufacturer of high-tech scanners. It intends to expand internationally after spending several years consolidating its national position. This paper aims to develop pragmatic guidelines for a successful strategy. Factors such as company and sector, as well as macro-and industry-specific dimensions, were analyzed, leading to four potential target countries. An in-depth evaluation of each country ensued in the selection of the USA. Finally, through a comprehensive marketing plan and financial implications prospectus, the strategy the company needed to carry out was selected.
Descrição
Palavras-chave
Internationalization Market entry strategy Sme Natural stone industry