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Internationalization strategy of Shoes Closet to the United Kingdom
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Orientador(es)
Resumo(s)
This Work Project analyzes the internationalization strategy of Shoes Closet, a Portuguese footwear SME, to the United Kingdom. It was based on fundamental
support information provided by the company’s founder, on desk research and on
market research. It tackles the domestic market, with a comprehensive internal and
market scanning. It also analyses the British market, justifying the country choice and studying the competitive environment. Subsequently, this Work Project concludes that it is necessary to consider Portugal as a tactical market, implementing a deep change to foster the sustainable development of the company, to enter in the British market
afterwards.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Footwear Internationalization Tactical market United Kingdom