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International expansion plan of Softfinança to the United States of America
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| 5.62 MB | Adobe PDF |
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The following document answers where SoftFinança (SF), a Portuguese software development
company, should expand its product, “SoftPayments”. With Covid-19 increasing adoption of
digital financing, many may assume that most global markets could provide the company with
immense opportunities. However, to truly identify a suitable market, the report conducts an
internal and market assessment to understand the firm’s current situation and potential. With
this information, a joint venture expansion into Luxemburg was identified as having the highest
potential for SF, while a marketing analysis found that targeting affluent families would lead to
the highest returns.
The individual work project aims first to comprehend the literature behind the “International
Market Selection”, taking into considerations the different methods followed by companies.
Then, analyzing in depth the United States’ market allows to decide if it would be a good fit for
SoftFinança’s internationalization. The country is firstly examined through a general point of
view while going specifically afterward with considerations about possible contacts and
organizations to deal with during the expansion and a description of both the competition and
the company and the market’s sales potential. Finally, recommendations for the best entry mode
are provided.
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Internationalization Market selection Entry strategy Strategic analysis