From paper and pulp industry leader to flexible packaging pioneer

: the Navigator’s internalization strategy when entering the French market

Abstract

The past decade has marked the shift within paper and pulp industry, with once leading sectors, like printing and writing paper experiencing a gradual elimination. Exogenous shocks and everchanging consumer needs have turned the industry upside down, driving out incumbents unable to adapt. Those who managed to maintain their position showcased the skills of reinvention and have diversified their offering into more promising contingent fields. Conditioned by highlighted circumstances, the Navigator company successfully expanded their portfolio to tap into the kraft packaging domain, the industry of high predicted growth and market opportunity. However, the entrance of the product to foreign markets is yet to be executed. In the light of the future investment, this dissertation aims to discover if France has the potential to commence the international success of gKraft, the Navigator’s kraft paper sub brand. Based on the comprehensive market analysis, competitor’s benchmarking and insights from end-consumers, France is positioned to be a promising location for further penetration, hovewer, some conditions ought to be satisfied. In order to occupy the competitive stance on the local market, the Navigator is expected to elevate the utility of its product in the eyes of clients by integrating technological advancements and comforting final consumers on the sustainability of the offering across its entire lifecycle.

Date of Award	24 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)