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Internationalization project cocktail team in-depth analysis Denmark
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| 2.82 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The aim of this paper is to pave the way for the internationalization a Cocktail Team, a
Portuguese firm operating in the bar consulting industry. With this in mind an analysis of the
Portuguese market for this sector was conducted as well as a firm analysis to assess their current
situation and readiness for the project. Furthermore, multiple countries were analyzed, and four
in-depth analyses were conducted resulting in the UK being chosen as the target market with
the creation of an entry plan, involving a marketing and financial plan. A literature review was
also conducted to complement the report.
Descrição
Palavras-chave
Internalization Denmark Market selection and entry International business and strategy Entry strategy Internal and external analysis