Brazil and USA: internationalization process of Zaask

Abstract

This paper studies the internationalization possibilities of Zaask into Brazil and the USA. Through a PESTLE analysis the countries’ conditions are determined, while an industry analysis rates its attractiveness and a company and competitors analysis verify the resources and advantages of Zaask in the markets. The markets are attractive, but the company lacks at the moment the capacity to pursue this expansion. It is recommended that Zaask pursues a differentiation focus strategy in both markets with the development of new resources, but also consider other potential markets.