The internationalization of CK Solar Academy to Brazil

• Autor(a) principal: Mendes, Juliana Filipa Pereira
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.8/2602
• topic: Internationalization; Brazil; Portugal; Internationalization strategies; Cultural differences; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Nowadays, more firms tend to explore the off-borders market to fight the stress of the competition in the national market. Moreover, most of the firms see this chance as an opportunity to provide the foreign market what it lacks. In such context, this report examines the possibility of the internationalization of CK Solar Academy to Brazil, more specifically to the city of S. Paulo. The present work describes the activities developed during the curricular internship in CRITICAL KINETICS, Unip. Lda., located in Torres Novas. This company works in the renewable energies’ market, more specifically in the supply and installation of photovoltaic equipment, directed for own-consumption. The company has several sections, each being responsible for a renewable energies’ market branch. The section studied in this report is responsible for training professionals to be able to install and work with this specific equipment. This section of the company has a varied range of courses in the photovoltaic area taught throughout the Portuguese country. The developed work intended to increase the number of markets in which the company operates, aiming for markets that lack in training courses as wide and complete as those offered by CK Solar Academy. Therefore, and taking into consideration the expressed need of the company to search for one Portuguese-speaking market to implement the internationalization process, the possibility of internationalization to the Brazilian market was evaluated, more specifically to the city of S. Paulo, the one with more inhabitants in the whole country. To achieve the presented objective, a case-study was applied, focusing on CRITICAL KINETICS, Unip. Lda. The research was based on a deep analysis of the external environment and the internal characteristics of the company, in which secondary quantitative and qualitative data were crossed. The previous work, resulted in the internationalization plan to the year of 2017 or 2018, which main objective is entering in the Brazilian market, to the city of S. Paulo, promoting the wide range of courses and training professionals acknowledge by the market. It was proven that the company should, in an initial phase, take its chances in Portuguesespeaking markets, once it has not the necessary knowledge to teach the courses in another language, and also to look for markets in which the consumers are looking for recognition of their skills nationally and internationally. Until now, the internationalization process of the firm has not yet started. Thus, the considerations and recommendations presented in the internationalization strategy in this report will be taken into consideration at the time of the company begins its implementation. The recommendations presented meet the Network Theory, which argues for the creation of a relationship between the entrepreneur and the host market that will favor not only the presence of the company in the host market but also allow the creation of bridges between it and the home country of the company. This theory will guide the company to the creation of a Joint Venture with a possible partner in the Brazilian market, creating bridges between the two countries, bringing benefits to the Portuguese company in the Brazilian market, and smoothing the entering of the Brazilian company in the Portuguese market, and therefore the European market. Although being a case-study, and being adjusted to the specific case of CRITICAL KINETICS, Unip., Lda., thus preventing the generalization of conclusions, we admit that the present work, can be useful to other similar companies in the process of internationalizing, not only by the adopted methodology in the strategic formulation, but also for the outputs and obtained conclusions.