CGC Genetics case study

: a Portuguese SME in a global market

Abstract

This master thesis is divided in three parts: case study, literature review and teaching notes, aiming to provide a real business case used for class discussion in a strategic-based course, where students can apply strategic frameworks and their knowledge in an authentic case. CGC Genetics was the first private medical genetics laboratory in Portugal in 1992. In 2012, CGC offers abroad more than 1500 laboratory and clinical tests that cover all medical areas. In order to provide the best and complete services, besides the laboratory services, the company also provided consults medical genetics and psychological support. In 2012, CGC was supplying 32 countries through the laboratories in Portugal, Spain and United States of America. However, the internationalization to both countries, Spain and United Sates was troubled. The company was not successful when it entered at the first time into Spain, so there was a need to take strategic decisions to improve this situation. However, due the experience gained through the internationalization to Spain, CGC entered in the U.S. market as an American firm, which significantly reduced the barriers. As the company ensures the major capacity in Oporto and the perception about Portugal and Portuguese products or services, in addition to the high protectionism, have a strong impact on CGC’s strategy. The second part namely literature review, contains the relevant theory necessary to interpret and analyze the case study and to solve the assignment questions, one of the topics present on last section, teaching notes. This last content provides instructor guidance with suggested assignment questions as well the possible solutions for those discussion topics.

Date of Award	2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)