The Internationalization of SUMOL+COMPAL to Angola: a case study

• Autor(a) principal: Ribeiro, Susana Filipa Teixeira
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/11140
• topic: International strategy; Internationalization process; International marketing; Beverages market; Fast moving consumer goods (FMCG); Estratégia Internacional; Processo de internacionalização; Marketing internacional; Mercado de bebidas; Bens de grande consumo

The present case study has been developed in the scope of the Master in International Management from ISCTE Business School. The present case study is a result from my personal motivation to understand what are the biggest opportunities and challenges in the internationalization process of a FMCG company. With the purpose of understanding the internationalization process of a firm, including the motivations behind it, how to enter in a foreign market and how to build an international strategy, this case study follows an interpretative approach. The case study analysis has included quantitative and qualitative data. Some of them have been kindly given by SUMOL+COMPAL and another have been collected through some research. The data results reveal an increase of sales in Angola over the last five years, which reflects the importance of this market to SUMOL+COMPAL Group. In conclusion, the case study involves the reflection about the internationalization process of a company, taking into consideration the reasons behind this process, how to enter into a foreign market and how to define an international strategic plan. Therefore, this case study is relevant within the scope of International Management revealing the reality of many companies when seeking their internationalization.