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Ivity internationalization strategy: integrative work project SME competitiveness
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Orientador(es)
Resumo(s)
Internationalization is an important challenge and companies should analyze and
plan its strategy before proceed. My project will focus the internationalization plan of Ivity.
Ivity is a branding company with entirely Portuguese capital structure. As a young small
company Ivity has a low international experience but, due to the Portuguese market size, it
is looking for internationalization opportunities.
To elaborate the internationalization plan I started by an external analysis in order
to understand branding industry in Portugal. In the internal analysis I studied Ivity’s
competitive advantages, innovations, competitive situation and internationalization
potential. Further, I developed an international scanning having in mind that the sector
where Ivity’s competitive advantages and expertise could face better opportunities are the
airlines industry. Due to the similarity of language, the recent growth, the early emerging
and internationalization that increase marketing needs, I found Brazil as the country I
should target and I analyze Brazilian market, focusing my attention in the competition and
the potential customers. Finally I develop and propose an implementation plan with a
timeline of resources and investment to support the operation aligned with the defined
strategy.
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