Internationalisation: analysis of Joe & The Juice in Australia

• Autor(a) principal: Ly, Jenny
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18251
• topic: Internationlisation; Entry modes; Expansion; Foreign market; Marketing; Internacionalização das empresas; Marketing mix; Análise de mercado; Estratégias de marketing; Identidade de marca; Trabalho de projeto

The purpose of this research is to identify the market prospects and obstacles for Joe & The Juice to enter in the Australian market, focusing on expansion and entry modes. The emphasis is on internationalisation strategy from a strategic point of view while presenting an in-company project in collaboration with the Joe & The Juice organisation. A current market analysis has been conducted in order to see if the Australian market is attractive for the organisation based on its brand perception and image. In order for the organisation to establish its activities and business operations an attempt has been made to identify the dynamics contributing to a successful entry. A fitted marketing strategy with recommendations for the organisation to adapt to the foreign industry and a proposed Business Model Canvas based on a SWOT and strategic analysis are exhibited. In order to serve this purpose, a qualitative research is conducted consisting of primary data in the form of in-depth interviews provided by senior executives in the industry. Through this research, we can determine that an internationalisation process is a resource commitment implying the understanding of entry mode decisions, the objectives of driving the operation and reasons defining target groups.