Growth strategy development of X: in-depth analysis of Romania

Abstract

Company X is a Portuguese payment processing company that offers a wide variety of financial solutions to both businesses and consumers. This project comprises an internationalization and entry strategy plan, whose aim is to help X to implement its new cryptocurrency payment gateway. Therefore, a country ranking and clustering analysis for the Eastern Europe area were performed, followed by an in-depth analysis of the top 5 countries. Finally, a product development combined with an internationalization strategy was conceived for Poland and Czechia, respectively, alongside with a marketing plan and a financial forecast analysis, which will help assess this project’s viability.