Plano de marketing internacional para a indústria metalomecânica no mercado da Indonésia

: o caso ADIRA

Abstract

Throughout this study, we will analyze key aspects of the development and implementation of an international marketing plan for the Indonesia market in the metal forming industry. The plan will be developed based on the structure suggested by Cateora, Gilly and Graham, in 2013. It will be divided into four main chapters defined as preliminary analysis, market definition and marketing mix, development of the marketing plan and implementation and monitoring plan. The first stage involves an internal analysis of the company, a macro analysis of the international environment and the definition of international criteria. At the end of this chapter we will be able to answer to the questions: Why? What? How? And for whom? Taking into account the results obtained, we’ll proceed to the segmentation, targeting and positioning of the brand in the market, accompanied by an analysis of the standardization/adaptation strategy of the marketing mix elements. Once the target market defined, it is developed the international marketing plan to adopt when entering the market of Indonesia. This last point is composed by the budget and schedule of activities. Finally, we proceed to the monitoring and evaluation planning for the marketing activities and set up a contingency plan in case the initial strategy does not succeed. The definition of the internationalization destiny was based on decisive aspects that highlighted Indonesia as a country of choice to start the entry strategy of ADIRA machines in the Central Asian market. The geographical centrality and economic growth rate were some of the decision factors. The methodology in which the following plan is based is the action research, since the study is developed on the site of action, combining the theoretical knowledge and the practical experience of the internship.

Date of Award	15 Jul 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor) & João Luís Andrade Serra Moreira de Campos (Co-Supervisor)