Sumol+Compal international strategy : FDI in the african market

• Autor(a) principal: Pinto, Miguel Maria Eugénio de AlmeidaTeixeira
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/17342
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

In 2009 Sumol+Compal started its operations as a group after the merger of two companies well known in the Portuguese market for non-alcoholic beverages, Sumol and Compal. Determined in being an international reference in the soft-drink industry, in 2011 the Group was already present more than 60 countries worldwide. The reduction of consumer's disposable income and contraction of the non-alcoholic drinks industry was a reflect of the economic crisis that world economy was going through. The 2011 domestic turnover of Sumol+Compal suffered a considerable downsizing in that same year while the turnover for international operations increased with special focus on the African Continent, namely in Angola. Facing the domestic market situation and the market potential from Africa, Sumol+Compal managers wanted to go beyond simple exportations and start producing locally in that continent. For that, the international operations department had to present a study on most viable countries to make that investment. This case is based on a real situation of internationalization process in which Sumol+Compal had to go in order to seize the opportunity from the African market. The case focuses mainly in the internationalization process as well as in the respective identification of internal strengths, opportunities and other the relevant topics to take the next step.