| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 636.7 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A diminuição das barreiras que impediam a entrada de pessoas e empresas em novos países originou o alargamento dos mercados a nível global, tornando-se hoje um fator preponderante para que as empresas adotem algumas estratégias de internacionalização para os seus produtos e serviços fazendo face, deste modo, à crise económica que se instalou nalgumas economias. Uma das estratégias que as empresas podem seguir poderá passar pela internacionalização do seu modelo de negócio através do franchising, no qual o franchisador fornece know-how e a força de uma empresa já implementada em diferentes mercados a um empresário local, usufruindo do seu conhecimento para uma implementação mais eficaz. Esta condicionante acabará por ser um aspeto essencial para o aumento da rede de lojas da empresa e reforço da sua notoriedade. Sendo o mercado português caracterizado pela ausência de barreiras à entrada de empresas internacionais, essas mesmas empresas têm assim espaço para continuar a crescer, encontrando actualmente, consumidores que privilegiam cada vez mais o fator preço, sobretudo quando aliado à credibilidade. O objetivo deste trabalho é estudar o referido modo de entrada com particular incidência no estudo da empresa americana RE/MAX®, sendo já um caso de sucesso reconhecido em Portugal, que se internacionalizou seguindo este modelo de negócio. Está neste momento em 65 países, contando com mais de 7.000 lojas na sua rede. Será analisada a evolução que a empresa tem tido desde que comprou os direitos para exploração da marca em Portugal e as condições que fazem da empresa um caso de sucesso. O estudo da empresa RE/MAX® Portugal poderá ser um exemplo valioso de como outras empresas se poderão implementar em Portugal e noutros países, usufruindo para o efeito de uma estratégia corretamente delineada e testada, embora sempre condicionada pelas características da atividade que cada empresa presta em cada uma das geografias onde está presente.
The reduction of barriers preventing the entry of people and business in new countries led to the expansion of markets at a global level, , becoming today a major factor for some companies to adopt internationalization strategies for their products and services, facing the increasing stagnation in domestic markets where they exclusively operate. One of the strategies that enterprises could follow is the internalization of the business model throught franchising, in which the franchisor provides know-how and strength of a company already implemented in different markets to a local entrepreneur, taking advantage of their knowledge to accomplish a more effective implementation. This condition will eventually translate into an essential aspect to increase the retailer brand and enhance its reputation. As the Portuguese market is characterized by the absence of entry barriers for foreign companies, the enterprises have conditions and space to grow, allowing to find consumers who favor the price factor, especially when combined with credibility. The final goal of this thesis is to study the aforementioned entry mode with particular focus on the study of RE/MAX® Portugal brand, which is a recognized Portuguese case-study which internationalized following this business model. Nowadays, RE/MAX® has an active presence in more than 65 countries, with approximately more than 7,000 stores opened. The evolution of the company since it purchased the exploitation rights will be analised as well as the conditions that allowed this company to be a success case. The company’s progress will be reviewed, since the rights were bought in order to exploit the brand in Portugal, and all variables imposed by franchising contracts, comparing that one with those which are practiced in other european countries and finally, the importance of the relationship between franchisor and Franchisee for the Franchising success. The RE/MAX® Portugal brand case study may be a valuable example about how other international companies may implement this entry mode in Portugal, using the Franchising business model, in order to understand how they implement a properly already proven strategy, although always conditioned to the characteristics of the activity that each company operates.
The reduction of barriers preventing the entry of people and business in new countries led to the expansion of markets at a global level, , becoming today a major factor for some companies to adopt internationalization strategies for their products and services, facing the increasing stagnation in domestic markets where they exclusively operate. One of the strategies that enterprises could follow is the internalization of the business model throught franchising, in which the franchisor provides know-how and strength of a company already implemented in different markets to a local entrepreneur, taking advantage of their knowledge to accomplish a more effective implementation. This condition will eventually translate into an essential aspect to increase the retailer brand and enhance its reputation. As the Portuguese market is characterized by the absence of entry barriers for foreign companies, the enterprises have conditions and space to grow, allowing to find consumers who favor the price factor, especially when combined with credibility. The final goal of this thesis is to study the aforementioned entry mode with particular focus on the study of RE/MAX® Portugal brand, which is a recognized Portuguese case-study which internationalized following this business model. Nowadays, RE/MAX® has an active presence in more than 65 countries, with approximately more than 7,000 stores opened. The evolution of the company since it purchased the exploitation rights will be analised as well as the conditions that allowed this company to be a success case. The company’s progress will be reviewed, since the rights were bought in order to exploit the brand in Portugal, and all variables imposed by franchising contracts, comparing that one with those which are practiced in other european countries and finally, the importance of the relationship between franchisor and Franchisee for the Franchising success. The RE/MAX® Portugal brand case study may be a valuable example about how other international companies may implement this entry mode in Portugal, using the Franchising business model, in order to understand how they implement a properly already proven strategy, although always conditioned to the characteristics of the activity that each company operates.
Descrição
Palavras-chave
Franchisador Franchisado RE/MAX® Portugal Internacionalização Modo de entrada Portugal Novos mercados Angariadores e agentes imobiliários Franchising Franchisor Franchisee RE/MAX® Portugal Internationalization Royalty Entry modes New markets Real estate agents and recruiter