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Advisor(s)
Abstract(s)
Num panorama económico em que os mercados internos limitam o crescimento sustentável das empresas, a internacionalização é uma estratégia fulcral para as organizações poderem crescer. No entanto, na hora de internacionalizar, as organizações necessitam de decidir a estratégia de internacionalização mais benéfica, específica ao seu caso. Aqui, o dilema entre escolher uma estratégia de adaptação ou estandardização para estes mercados assume o papel central nos diferentes processos de tomada de decisão, com um foco de relevância acrescida no marketing-mix. Esta dissertação visa compreender como a análise dos mercados e suas respetivas envolventes influenciaram esses mesmos processos de tomada de decisão no caso particular de uma empresa portuguesa que atua no mercado de fast moving consumer goods, FMCG, mais especificamente no sector das bebidas, na sua internacionalização em países do continente africano. A literatura evidencia diferenças relativas à importância de esta dimensões externas às empresas. Através de entrevistas semi estruturadas às chefias desta empresa, foi possível compreender o impacto em cada departamento e as subsequentes estratégias implementadas para garantir o sucesso deste processo de internacionalização. Para os gestores, as conclusões apresentadas demonstram que por vezes a questão de adaptação e estandardização, não se aplica apenas ao marketing-mix tradicional, mas evidencia também a importância das estratégias na gestão das pessoas, provando também que estas decisões não são de extremos mas sim de espectro com diferentes graus de adaptação ou estandardização para os diferentes elementos do marketing-mix.
In the current economic climate, in which domestic markets fail to allow sustainable growth for organizations, internationalization becomes the keystone for companies to achieve it. However, when it comes to internationalization, organizations need to decide the internationalization strategy best suited for their specific case. Here, the dilemma of choosing an adaptation strategy or a standardization one for these markets plays a vital role in the decision-making processes, with special focus and relevance when it comes to the marketing-mix. This dissertation aims to understand how the analysis of foreign markets and the corresponding environment influenced these same decision-making processes in the particular case of a Portuguese company, operating in the fast moving consumer good market, FMCG, more specifically in the beverage sector, in its internationalization to countries in the African continent. The literature presents evidence relative to the dimensions external to companies that influence their performance. Through semi-structured interviews conducted to the top management of the company, understanding of the impact in each department and the subsequent strategies implemented to guarantee the success through the internationalization process was made clear. For managers, the conclusions presented demonstrate that at times, the matter of adaptation versus standardization, not only applies to the traditional marketing-mix, but also shines light on the importance of people management strategies, while also proving that these decisions are not extremes but rather a spectrum and vary in different degrees for different elements of the marketing-mix.
In the current economic climate, in which domestic markets fail to allow sustainable growth for organizations, internationalization becomes the keystone for companies to achieve it. However, when it comes to internationalization, organizations need to decide the internationalization strategy best suited for their specific case. Here, the dilemma of choosing an adaptation strategy or a standardization one for these markets plays a vital role in the decision-making processes, with special focus and relevance when it comes to the marketing-mix. This dissertation aims to understand how the analysis of foreign markets and the corresponding environment influenced these same decision-making processes in the particular case of a Portuguese company, operating in the fast moving consumer good market, FMCG, more specifically in the beverage sector, in its internationalization to countries in the African continent. The literature presents evidence relative to the dimensions external to companies that influence their performance. Through semi-structured interviews conducted to the top management of the company, understanding of the impact in each department and the subsequent strategies implemented to guarantee the success through the internationalization process was made clear. For managers, the conclusions presented demonstrate that at times, the matter of adaptation versus standardization, not only applies to the traditional marketing-mix, but also shines light on the importance of people management strategies, while also proving that these decisions are not extremes but rather a spectrum and vary in different degrees for different elements of the marketing-mix.
Description
Keywords
Internacionalização Marketing-mix Estratégia Adaptação Estandardização Produto Preço Comunicação Distribuição Pessoas FMCG Bebidas PALOPS Africa francófona Internationalization Strategy Adaptation Standardization Product Price Place Promotions People Beverages PSAC French-speaking africa