Euromel

: strategy case study : local versus international market strategy

Abstract

The thesis here presented, describes the path of a Portuguese SME1 , Euromel Lda., throughout the years. The case plays the role of a teaching instrument, since it allows students to apply the strategic frameworks they learn in class to a practical situation. Euromel Lda. is a Portuguese company which produces and sells honey, bee products, fruit jams, caramelized almonds and granolas. The company started an international path in a natural way when it had the opportunity to do so. There has been growth in this matter and the company will face challenges if this path endures. Becoming an international company, with already 40% exported volume, the company already had to adjust, having to adopt a vertical integration and diversification strategies. The case study is based on a real-life situation of a company’s local and international strategy. It’s mainly focused on the strategies the company used throughout the years in order to adapt to the market, competitors and clients’ bargaining power.

Date of Award	2 Mar 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno César de Jesus Guerra Cardeal (Supervisor)