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Internationalization plan for Tulea - globulus: in-depth market selection analysis of Germany
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This thesis guides Globulus, a Portuguese forestry company within the Tulea group, in its
international expansion. Globulus currently cultivates and sells Eucalyptus globulus for the
pulp and paper industry in Portugal. International market selection through country ranking,
clustering, and analysis of the five most promising markets, revealed Spain as the most
attractive market for internationalization. This is supported by industry indicators, financial
viability, and Globulus’ preferences. The proposed entry mode is indirect exporting, backed by
a detailed marketing plan and financial projections. Recommendations include monitoring
wood prices and transport costs, establishing an international partner network, and diversifying
the product portfolio.
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Internationalization plan International market selection Entry mode strategy Competitiveness analysis Forestry industry Cluster analysis Country ranking