Frigoair GmbH international expansion: Introduction of fresh organic ginger into the German market

• Autor(a) principal: Pineda, Allison
• 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/10071/23713
• topic: Expansion; Entering strategy; SMEs; Motivations; Expansão; Estratégia de entrada; PME Pequenas e Médias Empresas; Motivação empresarial

For decades, small and medium-sized firms (SMEs) have been a prominent research topic in the field of international expansion. Going international is a company strategy that involves making products and services as adaptable as feasible in order to successfully join diverse national markets. Expansion of companies into new markets or expansion of market share in current ones are a vital part in the life cycle of companies. Even if the company is small, getting the opportunity to land into a new territory is a decision that must be part of the strategy at some point. Knowing the capacities and attributes of the products and having success in current markets can give some confidence in taking into consideration to explore other cities or countries. This document’s purpose is to give some key resources for a more efficient landing into a new market, in this case getting into the Retail distribution. The entrance strategy employed by Frigoair GmbH will be thoroughly discussed and explained in this thesis, allowing readers to completely comprehend the procedures performed and the conclusions to be reached. Finally, we will discuss the adaptation made at the product level, the distribution channels used, the pricing strategy and the promotional activities involved. In the future, the expected outcome is to link these recommendations to potential new developments that will enable the company to offer not only additional products but also a whole supplying solution and all activities necessary for its best working performance.