Business plan for the internationalization of a Portuguese footwear company to China: Josefinas

• Autor(a) principal: Ribeiro, Luciana Martins
• 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/10071/18310
• topic: Business plan; Internationalization; China; Footwear; Gestão internacional; Indústria do calçado; Plano de negócio; Industrialização; Trabalho de projeto

In the last years, Portuguese footwear presents a growth tendency due to the reinvigoration of the sector that permitted to improve not only the footwear quality but also the investment in stylish models. These changes allowed Portuguese footwear to be more than ever a success across borders. Josefinas, a Portuguese footwear company, has the desire to internationalize its business and to share with the world, and specifically with the Chinese market, the art of the Portuguese footwear artisans. This internationalization project has the main objective to create a business plan that will enable Josefinas to internationalize to China. After opening a physical store in New York, USA, and gained visibility in the American market, the company wants now to gain market share in China. There, the company is looking for cosmopolitan and fashionconscious women with the desire of unique footwear. This business plan will allow to understand the existing market opportunities for Josefinas in China, and the proposed approach in the development and implementation strategy. In the implementation plan, the emphasis in on the marketing mix, and in the necessary changes in the company’s processes and operations that will allow this internationalization to happen. All the necessary changes will be evaluated in the company financials analysis.