Assessing an internationalization strategy to France through distributors as an intermediary direct export strategy

: the case of NOTO, a portuguese furniture boutique

Abstract

Assessing an Internationalization Strategy to France through distributors as an intermediary direct export strategy – The Case of NOTO, a Portuguese Furniture Boutique. NOTO, an interior design boutique in Lisbon, is a Portuguese upscale furniture brand which intends to expand its brand to France. Through the positive feedback of its French customers, NOTO already started to export a reasonable number of products directly to this country, which made the CEO realized there is a potential to explore that market through direct distribution as an intermediary strategy. In order to analyse that internationalization process, the author studied the French furniture market and developed a distribution strategy through positioning and prices analyses according to the internationalization goals of the Company (desired positioning and intended mark-up). At the beginning of the expansion, the Company should position its brand as a Mid-range furniture segment, placing its products in Upscale furniture specialists by practicing relatively lower prices than the competition. In the long term, NOTO should move to the Upscale furniture segment, increasing its prices for values within the price-range of its competitors. NOTO can apply significant markups, starting in 50%, the initially intended mark-up for its internationalization to the French market.

Date of Award	21 May 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)