Internationalization project of a Portuguese HVAC manufacturer - an in-depth market analysis of the Netherlands

Abstract

Firm A, a Portuguese non-residential industry X manufacturer with revenues of ~€9mn in 2022, targets international expansion to gain scale. This thesis formulates an internationalization strat egy using 24 macroeconomic variables to rank and cluster 97 countries for a comprehensive market selection process. An individual analysis assesses the market attractiveness of the Neth erlands based on specific factors. Collectively, five individually developed analyses of the most attractive markets identify the Netherlands as the prime target. The entry strategy suggests tran sitioning from indirect to direct exports to mitigate risks and meet financial targets. A supplementary literature review covers the entry mode selection process.