MTE growth strategy

: how do we escape from here?

Abstract

The dissertation presents the Case Study of Mission to escape and its current strategic decision-making dilemma on the appropriate growth strategy to pursue. The Case addresses the challenges and potential growth alternatives for a Portuguese SME operating in the niche market of escape game rooms. Different growth strategies are investigated such as market penetration, diversification, and internationalization. The Case also explores strategic, operational and market challenges faced by the company. The literature Review addresses the main strategic issues raised by the case. When combined with the case study, it helps guide class discussion around growth strategies and market dynamics within the highly fragmented and competitive escape game room market in Portugal. The analysis included in the Teaching Note concludes on proposed actionable next steps to address the firm´s challenges and appropriate growth strategies which include internationalization through franchising, prioritizing operational efficiency over innovation and capitalizing on network and strategic alliances.

Date of Award	24 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)