Cheeses of the Atlantic: internationalization of insulac to the German cheese market

Abstract

Insulac, an Azorean producer and wholesaler of dairy products, namely cheese, butter, powdered milk and sweet whey powder, was driven to expand internationally due to the inherent limitations of a small domestic market. In order to recommend a target market, a country screening was developed based on macro and micro indicators. The assessment suggested Germany as being the most attractive market to export Insulac’s cheeses. This was followed by a detailed analysis of the target country, which reviewed the industry within the country. Lastly the paper proposes a potential entry mode and performs a financial and risk analysis.