A carregar...
Publicação
Internationalization project of salivitae - an in-depth market analysis of Spain
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.42 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This thesis conceptualizes an internationalization strategy for Salivitae, which produces and
sells Salicornia. Using primary and secondary data, Salivitae’s current situation in Portugal is
analysed. Through combining clustering and ranking methods, the five markets with the highest
potential are identified. Spain is analysed in-depth regarding market attractiveness. Different
entry modes are scrutinized, with direct exporting presenting itself as the most suitable. The
marketing plan gives recommendations on how Salivitae should offer its product in the German
market. The financial plan evaluates the present and future financial situation of Salivitae using
different scenarios.
Descrição
Palavras-chave
International business Marketing Strategy Finance Growth strategy Internationalization Small business management