Internationalization strategy of Água das Pedras to Dubai

Abstract

Água das Pedras is the leading brand of sparkling water in Portugal, with 140 years of history, and detains the consumer preference in the domestic market. Pedras wants to explore growing opportunities leveraging its competitive advantage and experience. The work project presents an expansion to the Dubai market, a region where 1L of petrol is cheaper than 1L of bottled water1. Entering in the premium segment, the foreign market promises a growing demand with high margins.