Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China

Detalhes bibliográficos
Autor(a) principal: Dias, Luis Botelho Moniz Patricio
Data de Publicação: 2014
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/11753
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - ChinaA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis work has the main objective to provide the proper approach to the Portuguese brand Gallo to introduce olive oil in China, tackling Shanghai has point of entry, but also targeting in very short-term two other main cities, Beijing and Guangzhou. Although Gallo very recently established a team in Shanghai, due to confidentiality reasons, it was only provided the information that they are working on a way to introduce the product in China, as it is developed in this study. A deep study of the Chinese market was conducted in order to assess the viability of introducing olive oil, providing a combination of trends and proving that there is a clear possibility of doing so. Hence, it is delivered a prospective analysis of what the company should do and focus on to successfully approach a non-traditional olive oil market. It includes a Porter’s five forces and SWOT analyses for Shanghai’s region, as well as information about the current stage of International and Chinese olive oil markets. It is also offered a marketing plan with different promotion strategies to be conducted in order to fight the two major problems found in the country, product and brand awareness. According to the information gathered, the recommended appropriate mode of entry is exporting through a local distribution partner, including main advantages and disadvantages. Concluding, three different implementation strategies are suggested for the brand to survive and prosper in China, with the main objective of forcing Chinese population’s familiarity and involvement with the product. Please take into consideration that in order to have a deeper understanding and appraisal of the work project as a whole, it is essential to check all the exhibits as they are highly linked throughout all the study conducted.NSBE - UNLDahab, SóniaRUNDias, Luis Botelho Moniz Patricio2014-03-20T16:02:54Z2014-012014-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/11753TID:201531089enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:46:23Zoai:run.unl.pt:10362/11753Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:20:30.792036Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
title Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
spellingShingle Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
Dias, Luis Botelho Moniz Patricio
title_short Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
title_full Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
title_fullStr Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
title_full_unstemmed Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
title_sort Internationalization process of Gallo worldwide: introduction of olive in a non-traditional market - China
author Dias, Luis Botelho Moniz Patricio
author_facet Dias, Luis Botelho Moniz Patricio
author_role author
dc.contributor.none.fl_str_mv Dahab, Sónia
RUN
dc.contributor.author.fl_str_mv Dias, Luis Botelho Moniz Patricio
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2014
dc.date.none.fl_str_mv 2014-03-20T16:02:54Z
2014-01
2014-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/11753
TID:201531089
url http://hdl.handle.net/10362/11753
identifier_str_mv TID:201531089
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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