Internationalization plan of NMusic to Angola

Abstract

The work project hereby presented consists in the internationalization plan of the Portuguese start-up NMusic to the Angolan market. It starts by going through the literature review, background of the company and the analysis of its business model, where the stakeholders and the competitive advantages of the firm are identified. Then, there is the analysis of the business environment and market research supported by semi structured interviews, followed by the recommendation for NMusic’s entry mode and implementation plan. A qualitative risk assessment was conducted and final recommendations were provided to ensure the internationalization to Angola succeeds. Given that the technology infrastructure and the digital music industry in Angola are still underdeveloped the internationalization to Angola must be perceived as a stake in the future when this industry will be at its full potential. The main recommendation is to position the service as premium and target the high income consumers. This way it will be possible to gain market experience and step by step increasing the brand awareness and market share.