Ourogal's international expansion plan

• Autor(a) principal: Matos, Rafael Manuel Valente Fernandes de
• 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/10071/19884
• topic: International marketing; International expansion plan; Olive Oil; United arab emirates; Premium segment; Gourmet segment; Direct export; Multiple decision criteria analysis; Marketing internacional; Plano de expansão internacional; Azeite; Segmento premium; Segmento gourmet; Exportação direta; Análise de decisão multi-critério; Emirados Árabes Unidos

This international expansion plan was developed under the objective of offering a viable expansion option to Ourogal S.A., a family-owned business focused in the oliviculture industry, that produces, transforms and sells premium and gourmet olive oil in Portugal, Brazil, the United Kingdom, France, Switzerland, and recently the United States of America. To accomplish the proposed objective, initially it was performed a Multiple Criteria Decision Analysis that assessed several potential markets, under a set of criterion defined by Ourogal's preferences and features, which enabled the choice of the target market: The United Arab Emirates. The next step was analysing the Emirati market as a whole, as well as its olive oil market. It was also executed a competitive analysis to understand how the company should behave in this environment. After all the analysis were carried out, a customised direct exportation plan was developed to address the country’s characteristics concerning the Marketing-Mix dimensions. Following the execution of the strategy for the new market, it was performed the project's Financial Analysis that showed the company's endeavour in the Emirates would be profitable, and consequently achieve the initial objective of the project. Before finishing this study, it was also built an Implementation Plan that ensures the whole plan will move in the right direction regarding the project’s priorities and timings, and ultimately bring good prospects to Ourogal's future.