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Ex Portugal ad mundum: unveiling internationalization strategies and proposing a new market entry for company alpha in the small and medium enterprise landscape - the case of Greece
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| 6.96 MB | Adobe PDF |
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Resumo(s)
This study assesses Company Alpha’s global readiness, targeting market selection and
internationalisation planning. Employing statistical methods, including principal component
analysis and cluster analyses, the process evaluated 154 countries using 34 variables, resulting
in 11 clusters. Initially considering France, Italy, Chile, Greece and Mexico, detailed analyses
on the mentioned countries ultimately favoured Chile. Supported by positive financial metrics,
Chile forms the centrepiece of Company Alpha’s internationalisation strategy, incorporating a
foreign-owned subsidiary and a marketing plan for the 2025’s B2C Chilean cycling tourism
expansion. Recommendations envision Chile as the Latin American headquarters by 2029,
emphasizing sustainable growth and prudent financial choices. In the individual section the
literature review on the international market selection (IMS) and the in-depth market analysis
on the case of Greece are also presented.
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Sme Internationalization Internationalization plan Internationalization strategy Small and medium enterprises Cycling tourism Portuguese tourism Adventure tourism Cluster analysis Country selection criteria Competition Target market selection