Internationalization of Amyris

: developing & executing a marketing plan to reach foreign markets

Abstract

The year 2020 has been a drastically challenging period for humankind in all its aspects. The COVID-19 pandemic has been the cause of major shifts and turns in an unaccountable number of industries. However, its emergence, similar to other unexpected events throughout history, has led to new opportunities, that if taken properly, could yield outstanding and unplanned outcomes. One particular sector is the Personal Protective Equipment market, more specifically products such as face masks, gowns, nitrile gloves, and hand sanitizers. The PPE market hit an exponential level in demand throughout the whole planet, as the only solution for this pandemic before vaccination was personal precaution using these aforementioned products. In this work, that is of organizational structure, we will aim on identifying the most appropriate strategy in conducting an internationalization process for a range of products from Amyris, an American biotechnology company specialized in the development, formulation, and production of clean and sustainable ingredients suitable for the industries of fragrances and flavors, clean beauty and health and wellness. Though it has a well-established and successful portfolio of brands and products in the United States, Amyris Portugal possessed a single-SKU portfolio, relying on the manufacturing and trading of hand sanitizers. Combining both huge market demand along with cutting-edge technology, research and development, and appropriate international marketing strategies, we believe that using the appropriate tools, Amyris can introduce its products to foreign markets.

Date of Award	13 Jul 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)