Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place)
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/131497 |
Resumo: | Company X is a growing Portuguese SME operating in the floor covering industry as a wholesaler. The company intends to expand globally and consolidate its financial stability after experiencing a deep crisis and down sizing its business. This dissertation’s purpose is to develop realistic guidelines for Company X to successfully implement an internationalization strategy. To formulate the final recommendation, both company and sector were analyzed, as well as macro and industry-specific dimensions that resulted in a shortlist of five potential target countries. A detailed evaluation of each country allowed for the selection of Denmark as the optimal destination. Ultimately, a comprehensive marketing plan and the project’s financial implications reflected the direct exporting strategy to be executed by the company. |
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Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place)InternationalizationSMEFloor coveringsEntry strategyDomínio/Área Científica::Ciências Sociais::Economia e GestãoCompany X is a growing Portuguese SME operating in the floor covering industry as a wholesaler. The company intends to expand globally and consolidate its financial stability after experiencing a deep crisis and down sizing its business. This dissertation’s purpose is to develop realistic guidelines for Company X to successfully implement an internationalization strategy. To formulate the final recommendation, both company and sector were analyzed, as well as macro and industry-specific dimensions that resulted in a shortlist of five potential target countries. A detailed evaluation of each country allowed for the selection of Denmark as the optimal destination. Ultimately, a comprehensive marketing plan and the project’s financial implications reflected the direct exporting strategy to be executed by the company.Delgado, João Pedro Pires dos Reis MuralhaRUNMarques, Maria Beatriz Figueira2021-06-292021-05-212024-05-21T00:00:00Z2021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/131497TID:202770222enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:10:05Zoai:run.unl.pt:10362/131497Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:05.641707Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) |
title |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) |
spellingShingle |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) Marques, Maria Beatriz Figueira Internationalization SME Floor coverings Entry strategy Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) |
title_full |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) |
title_fullStr |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) |
title_full_unstemmed |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) |
title_sort |
Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place) |
author |
Marques, Maria Beatriz Figueira |
author_facet |
Marques, Maria Beatriz Figueira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Delgado, João Pedro Pires dos Reis Muralha RUN |
dc.contributor.author.fl_str_mv |
Marques, Maria Beatriz Figueira |
dc.subject.por.fl_str_mv |
Internationalization SME Floor coverings Entry strategy Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Internationalization SME Floor coverings Entry strategy Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Company X is a growing Portuguese SME operating in the floor covering industry as a wholesaler. The company intends to expand globally and consolidate its financial stability after experiencing a deep crisis and down sizing its business. This dissertation’s purpose is to develop realistic guidelines for Company X to successfully implement an internationalization strategy. To formulate the final recommendation, both company and sector were analyzed, as well as macro and industry-specific dimensions that resulted in a shortlist of five potential target countries. A detailed evaluation of each country allowed for the selection of Denmark as the optimal destination. Ultimately, a comprehensive marketing plan and the project’s financial implications reflected the direct exporting strategy to be executed by the company. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-29 2021-05-21 2021-06-29T00:00:00Z 2024-05-21T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/131497 TID:202770222 |
url |
http://hdl.handle.net/10362/131497 |
identifier_str_mv |
TID:202770222 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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