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

Abstract

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.