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Authors
Advisor(s)
Abstract(s)
The thesis that is hereby presented in the form of a case study aims to highlight the challenges that a Portuguese company, Colep, faces upon setting its operations in the
Brazilian market. The case serves as a teaching instrument, since it allows students to
apply the strategic frameworks they learn in class to a practical situation.
Colep Portugal – Embalagens e Enchimentos, S.A. is a contract manufacturing
company that specializes in producing and filling, not only but mostly, aerosol
products for major companies such as Unilever, Procter & Gamble and Beiersdorf.
Following its expansion strategy, Colep decided to enter the Brazilian market through
a local join venture to take advantage of several local opportunities, such as market
growth, increasing levels of consumption and disposable income. The company
would also become closer to its clients, offering real-time solutions, with shorter leadtimes.
However, the Brazilian market has shown several constraints at different levels,
which vary from supply shortages to infrastructure limitations, tax burden and
increasing input costs.
The case is based on a real life situation of a company’s internationalization process.
It’s mainly focused on the analysis of the strengths and weaknesses of the Brazilian,
namely the declining levels of competitiveness of the latter, and its resolution will
revolve around the advantages and disadvantages for Colep that derive from
developing its operations in this particular market.