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Bem Brasil field lab on internationalisation - the case of bakery goods in Germany
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| 2.73 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Company B is a family-led manufacturer specialised in bakery goods. First, an international
market selection process through country ranking and clustering was conducted to establish the
five countries with the highest potential. Finally, an implementation plan was conducted,
including details for marketing and financial forecasting for France, the country identified with
the highest potential market. This paper is further complemented by a literature review on
International Entry mode Selection, Export vs., FDI modes as well as an in-depth analysis of
the German Market as one of the five potential target countries for the internationalisation.
Descrição
Palavras-chave
Internationalisation Market entry strategy International market selection Strategic analysis Industry analysis