Douro Azul : thriving in Oporto & Aiming for the globe

Abstract

The present master thesis comprises three major segments: the case-study itself, the literature review and the teaching notes. In the first segment Douro Azul, a company that is succeeding mainly in the fluvial cruises sector in the north of Portugal, is present. Since 1993 that Douro Azul aims to provide the means to explore the natural and historic heritage, firstly entering the market promoting cruises and, in the subsequent decades, complementing their offer with land and aerial means. In 2014, Douro Azul comprehended 428 employees, 10 hotel-hips, 3 rabelo boats (a typical Portuguese boat), 2 yachts, 2 helicopters and a vast bus fleet, comprising dozens of vehicles. Exploring the Douro River, the company was acclaimed with national and European awards – namely Europe’s Leading River Cruise Company. Thriving in Oporto among various competitors, Douro Azul was in 2014 in the process of internationalization to the Amazon River, in Brazil, which will be the main object of analysis of the present case study. Even though comprehending a large volume of tourists every year, an internationalization process to Brazil will bring several challenges, among which are infrastructure and transportation deficiency and legal barriers. Moreover, fluvial cruises players in the Amazon River offer a very specific offer, distinct in many aspects from the Douro River’s players’. With the dimension and visibility of the Amazon River, this internationalization process may have a very significant impact on the future of Douro Azul. The literature review segment will expose the main tools and theories developed by several authors that will aid the further analysis of the case, answering the questions posed in the end of the case study. Finally, the teaching notes will comprise the author’s suggested analysis, among various that were possible, serving as guidance to an original analysis and discussion.