Imago is a Portuguese apparel company founded in 2017 whose mission is to provide unique and trendy garments that evoke a lifestyle of traveling tales and endless summer days. Four years after its inception, the firm has grown; business processes were redesigned, logistical partnerships signed and marketing strategies polished.Having successfully established a brand and created an initial customer base, Imago’s founders have decided to assess their growth opportunities in foreign markets knowing that Spain, due to its geographical and social proximity is a prime candidate to start an internationalization. While “going global” may seem a logic decision from a strategic standpoint due to the increase in revenue streams, the process is far from being straightforward and often investing in local markets will yield better results.To assess the viability of such endeavor, the Spanish macroeconomic environment and apparel industry were characterized. Mentions were made to the ongoing impacts of the Covid-19 pandemic and the transformation it has catalyzed. The Spanish target market was quantified and potential customers characterized and personas drafted to illustrate niche segments. Finally, a market entry strategy and roadmap were drafted and the financials of the expansion assessed.Altogether, the collected information was used to elaborate a set of recommendations about the feasibility of a market-entry and the associated operational requirements. Conclusions were made about the potential added value of the operation versus continuing to rely solely on the national market.
|Date of Award||19 Oct 2021|
- Universidade Católica Portuguesa
|Supervisor||Rute Xavier (Supervisor)|
- Apparel industry
- Market characterization
- Internationalization process
- Mestrado em Gestão e Administração de Empresas