Cunha, Alexandre Dias daSousa, Cristine2017-04-132019-05-012016-05-31http://hdl.handle.net/10362/20488CEMSThe CEMS Business Project, in which this work project is an extension of, is in corporation with Menlo Capital, serving as part of an international expansion vision for Ach Brito. Currently, Ach Brito carries a history of expertise in the soap and perfumery business with presences in over 50 countries. The issue the company faces is low brand awareness within some of these countries. With the recent approach from a German Distributor to sell Ach Brito’s luxury line of soaps and fragrances (Claus Porto), a thorough market analysis was developed for the German market. As a result of the insights gathered, 3 recommendations were drawn for how to best penetrate the German Market. In this work project, these recommendations are discussed, as well as, the methodological and theoretical context. To link the project with the Master studies, an academic discussion on the socioemotional wealth models was developed, and concluding this work project with a self reflection.engLuxury marketPenetration strategyInternationalizationSocioemotional wealth theorymaster thesis201531887