PLC, finding a place in the international market

: a case on industry analysis and internationalization process

Abstract

The metallic structures surface treatment and maintenance industry is a support industry for larger revenue-builders’ sectors, such as the oil and gas and hydroelectric industries. Nowadays, this industry, facing a globalized world and growing demand from its supporting industries, faces challenges that are testing its current growth and internationalization strategy. PLC is one company operating in that industry and struggling with the new paradigm of imposed subsidiary based growth – as demanded by some local governments – versus the ongoing project based growth into foreign markets. It is Mr. Santos job to recommend and prepare for the PLC board of directors their future internationalization strategy knowing that a radical change in current strategy may be unwelcomed and that the projects prospects in the Peruvian and Colombian markets are very appealing to PLC board despite lacking capacity to embrace them as it is. At the same time, disregarding managerial problems in the Brazilian and Angolan markets – which represent a big part of PLC revenues – may be fatal to PLC future success.

Date of Award	8 Jul 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor)