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Expansion process of SKYPRO footwear to the Russian market
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Resumo(s)
The present work project focuses on the internationalization proposal for the Portuguese brand of corporate comfort footwear - Skypro, which operates in a niche market and targets the airline’s employees - pilots and crews - to the Russian market. The project commences with the general overview of the enterprise, which competitive advantage is further presented in order to evaluate the resources available for the accomplishment of the internationalization. Moreover, the country of entry is studied and an in-depth analysis of the airline and footwear market is presented with the aim of the expansion opportunity to be identified. Afterwards, the most suitable mode of entry is chosen, based on the diagnosis of the target market and the characteristics of the company. Finally, financial scenarios are constructed and the conclusions and recommendations are lastly given.
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Internationalization Niche market Comfort footwear Skypro