International expansion field lab projrct of R1 - international entry strategy

Abstract

Expanding into an international market is a complex undertaking for small enterprises operating in the office and home furniture and supplies sector. This dissertation aims to present a comprehensive analytical approach tailored to the specific needs of R1, a trading and distribution of office furniture and supplies based in Portugal. The strategy will encompass the identification of a suitable target market for expansion, the selection of an appropriate market entry method, the formulation of an effective marketing strategy, and the establishment of a financial forecast to support these endeavours.