International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/18449 |
Resumo: | Our reality as consumers is increasingly globalized and the borders of the countries no longer present as barriers to our most exquisite tastes. Nowadays, with a simple internet connection, we already can buy products from all corners of the world and the same is also true for all small and medium-sized enterprises that want to put their products on sale in the international markets, in order to expand their customer networks and increase their profits. Casa Ermelinda Freitas, led by recognized and acclaimed Leonor Freitas, is one of the major examples of the success of Portuguese family owned businesses abroad. Throughout this dissertation, the entering strategy used by the Portuguese company will be carefully detailed and explained so that it is possible to fully understand what steps were taken and what recommendations to draw from its success. In addition to the strategy, all necessary resources will be analyzed in the preparation and development of international markets, assessing the critical factors for this process. Finally, we will discuss the adaptations made at the product level, the distribution channels used, the pricing strategy and all the promotional means involved. |
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International marketing strategy of Portuguese SMEs: case of Casa Ermelinda FreitasInternationalizationEntering strategyBusiness networkMarketing mixGestão de empresasInternacionalizaçãoPME Pequenas e Médias EmpresasEstratégiasInternetOur reality as consumers is increasingly globalized and the borders of the countries no longer present as barriers to our most exquisite tastes. Nowadays, with a simple internet connection, we already can buy products from all corners of the world and the same is also true for all small and medium-sized enterprises that want to put their products on sale in the international markets, in order to expand their customer networks and increase their profits. Casa Ermelinda Freitas, led by recognized and acclaimed Leonor Freitas, is one of the major examples of the success of Portuguese family owned businesses abroad. Throughout this dissertation, the entering strategy used by the Portuguese company will be carefully detailed and explained so that it is possible to fully understand what steps were taken and what recommendations to draw from its success. In addition to the strategy, all necessary resources will be analyzed in the preparation and development of international markets, assessing the critical factors for this process. Finally, we will discuss the adaptations made at the product level, the distribution channels used, the pricing strategy and all the promotional means involved.A nossa realidade enquanto consumidores é cada vez mais globalizada e as fronteiras dos países já não se apresentam como barreiras aos nossos gostos mais requintados. Hoje em dia, com uma simples ligação à internet, já podemos comprar produtos de todos os cantos do mundo e o mesmo também é verdade para todas as pequenas e médias empresas que desejam colocar os seus produtos à venda nos mercados internacionais, por forma a expandir as suas redes de clientes e aumentarem os seus lucros. A Casa Ermelinda Freitas, liderada pela reconhecida e aclamada Leonor Freitas, é um dos principais exemplos do sucesso das empresas familiares portuguesas no estrangeiro. Ao longo desta dissertação, a estratégia de entrada utilizada pela empresa portuguesa será cuidadosamente detalhada e explicada para que seja possível perceber perfeitamente quais os passos tomados e que recomendações retirar do seu sucesso. Para além da estratégia, serão também analisados todos os recursos necessários na preparação e desenvolvimento dos mercados internacionais, avaliando os fatores críticos para este processo. Finalmente, serão discutidas as adaptações feitas ao nível do produto, os canais de distribuição utlizados, a estratégia de preços e todos os meios de promoção envolvidos.2019-07-11T08:51:02Z2018-12-03T00:00:00Z2018-12-032018-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/18449TID:202134601engSeverino, Hugo Virgílio Teixeira Santosinfo: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:RCAAP2023-11-09T17:44:01Zoai:repositorio.iscte-iul.pt:10071/18449Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:20:50.734721Repositório 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 |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas |
title |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas |
spellingShingle |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas Severino, Hugo Virgílio Teixeira Santos Internationalization Entering strategy Business network Marketing mix Gestão de empresas Internacionalização PME Pequenas e Médias Empresas Estratégias Internet |
title_short |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas |
title_full |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas |
title_fullStr |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas |
title_full_unstemmed |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas |
title_sort |
International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas |
author |
Severino, Hugo Virgílio Teixeira Santos |
author_facet |
Severino, Hugo Virgílio Teixeira Santos |
author_role |
author |
dc.contributor.author.fl_str_mv |
Severino, Hugo Virgílio Teixeira Santos |
dc.subject.por.fl_str_mv |
Internationalization Entering strategy Business network Marketing mix Gestão de empresas Internacionalização PME Pequenas e Médias Empresas Estratégias Internet |
topic |
Internationalization Entering strategy Business network Marketing mix Gestão de empresas Internacionalização PME Pequenas e Médias Empresas Estratégias Internet |
description |
Our reality as consumers is increasingly globalized and the borders of the countries no longer present as barriers to our most exquisite tastes. Nowadays, with a simple internet connection, we already can buy products from all corners of the world and the same is also true for all small and medium-sized enterprises that want to put their products on sale in the international markets, in order to expand their customer networks and increase their profits. Casa Ermelinda Freitas, led by recognized and acclaimed Leonor Freitas, is one of the major examples of the success of Portuguese family owned businesses abroad. Throughout this dissertation, the entering strategy used by the Portuguese company will be carefully detailed and explained so that it is possible to fully understand what steps were taken and what recommendations to draw from its success. In addition to the strategy, all necessary resources will be analyzed in the preparation and development of international markets, assessing the critical factors for this process. Finally, we will discuss the adaptations made at the product level, the distribution channels used, the pricing strategy and all the promotional means involved. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-12-03T00:00:00Z 2018-12-03 2018-10 2019-07-11T08:51:02Z |
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/10071/18449 TID:202134601 |
url |
http://hdl.handle.net/10071/18449 |
identifier_str_mv |
TID:202134601 |
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 application/octet-stream |
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 |
institution |
RCAAP |
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 |
repository.mail.fl_str_mv |
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1799134768997072896 |