IWP strategy: TechFrame

Abstract

TechFrame is an IT Portuguese company that provides a software package to Industrial Property Agents to manage their clients’ portfolio. In Portugal this firm is a market leader, having a share of 80%, and facing no competition, although some substitutes do exist. With this scenario in the Portuguese market, TechFrame has low expectations of increasing business volume, due to the specificity of this industry. In order to increase sales volume and focusing on their core competences, TechFrame´s best solution is to expand into new markets. Currently this firm is considering some internationalization processes into the French, Italian and UK markets. This IWP will analyze the internationalization into France. To do so, an analysis and explanation of the attractiveness of this new market is included further along in this paper. It will be seen that despite the fierce competition that TechFrame will face in France, it will still be an attractive market to enter due to its’ large size and growing Industrial Property culture among organizations. Based on that analysis it will be concluded that the best way to enter the French market is through the creation of an office, and some recommendations will also be made such as conquering first the SMEs then the larger firms and also the development of the Design Module.