Internationalization project of Salivitae - an in-depth market analysis of Denmark

Abstract

This thesis conceptualizes an internationalization strategy for Salivitae, which produces and sells Salicornia. Using primary and secondary data, Salivitae’s current situation in Portugal is analysed. Through combining clustering and ranking methods, the five markets with the highest potential are identified. These are analysed in-depth regarding market attractiveness, with Germany being determined as most attractive market. Different entry modes are scrutinized, with direct exporting presenting itself as the most suitable. The marketing plan gives recommendations on how Salivitae should offer its product in the German market. The financial plan evaluates the present and future financial situation of Salivitae using different scenarios.