There's a new player in town: a case study of Mercadona's entrance in Portugal

• Autor(a) principal: Ventura, Patrícia Alexandra Sacramento da Costa
• 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/10071/18347
• topic: Retail; Internationalization; Managament; FMCG; Gestão de empresas; Gestão estratégica; Internacionalização das empresas; Supermercado; Venda a retalho; Estudo de casos; Trabalho de projeto

The case study "There is a new player in town: Case study of Mercadona’s entrance in Portugal", aims to be a pedagogical approach to one of the most relevant themes in the Portuguese retail market in the last year: the internationalization of the largest Spanish retailer in Portugal. The Portuguese retail market is disputed by two major players who have maintained their leadership position almost since their foundation. The entry of Mercadona is a change to the paradigm of the market and from the current retailers, the first signs of change, are already being shown. This case uses secondary data, with an extensive research of existing information on the subject. The proposed approach to the resolution of this case involves a first part of description of the whole context and players that this internationalization may affect from the point of view of one of Mercadona managers, and a second part of questions that seek to awaken analytical and critical spirit of the reader, putting himself in the place of the character in the case. This work intends, at a management level, to contribute to the already existing set of research on the methodologies and tools of analysis of an internationalization strategy and to add value by doing so on the perspective of an underdeveloped company topic. At the educational level, it aims to be an effective teaching tool, and to give its readers with knowledge about the various decision-making levels involved in an internationalization process as well as essential analytical skills in today's professional market.