Morocco: Laverde's gateway to Africa

• Autor(a) principal: Almeida, Marta Picão Fernandes de Sá e
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19541
• topic: Business plan; Internationalization; Laverde; Morocco; Plano de negócio; Internacionalização; Marrocos

Throughout its activity, Laverde has continuously worked to be seen in the national and international market as a prestigious company, focusing mainly on the quality of its products. In order to maintain its reputation, the company invests regularly in research and development and has also invested in new infrastructures. The new factory will guarantee superior levels of quality, the development of new product lines and the increase of Laverde's production capacity. For this reason, it will be necessary to dispose of merchandise and the company considers that it would be fundamental to adopt an internationalization strategy for a new continent, even though Laverde currently has a mainly export-oriented market. Morocco is a gateway to Africa and seems a good investment option, since it is a constantly growing country, in which the cosmetics sector is significantly appreciated. In addition, most of the raw materials used in Laverde products are from Morocco. However, nowadays nearly all of them are acquired through intermediate countries and the decision to enter in the Moroccan market can facilitate these trade links. A business plan will be elaborated, in order to analyse the investment decision and to formulate a strategy to enable the company to achieve sustainable growth and to consolidate its market position from a global perspective. For this reason, the strengths and competitive advantages will be identified and the opportunities and risks associated with the internationalization decision will be taken into account.