Santos, Pedro TeixeiraGonçalves, Pedro PereiraVilarinho, Duarte Da Câmara Pina2020-11-192021-01-032020-01-222020-01-03http://hdl.handle.net/10362/107452This paper aims at study in ganddefining the marketing plano fBiG’s international expansion to Italy. After understanding how BiG works an through thorough research of the banking market in Italy, analysis was conducted to identify the bank’s targets and product’s characteristics and consequently define the optimal positioning, the ideal products and the irplacement, price and promotion strategy. Its howed that, dueto strong competition, BiG’s strategy should bebased on product differentiation. Base don this, it is recommended that the bank starts by introducing its most digital and disruptive products to differentiate from traditional banks’ offer.engBigInternationalizationBankingDigitalPlatformsDepositsCapitalizerSmesTradingWealth managementItalyPromotionPriceTarget.master thesis202523896