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Internationalization project cocktail team in-depth analysis of Spain
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Resumo(s)
The aim of this paper is to analyze the internationalization opportunities for 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. The literature reviews
and the the county analyses were conducted individually, while the rest of the paper were
written as a group project by Miguel Sousa, Fernando Ribeiro, Gustavo Caneira and Bence
Zsigmond. The individual contributions of my colleagues are not presented in this paper.
Descrição
Palavras-chave
Internationalization Spain Market selection Corporate strategy International business and strategy