Projeto de marketing internacional

: a marca global Manvia nos mercados alemão e saudita

Abstract

Motivated by the need to understand the international markets‟ reality and the different ways of communicating in a global and globalized context, with this project, besides seeking a master project, we focused on setting up a knowledge guide and a theoretical reflection on these topics. Our intention was always to search for new ways of communicate, to search for fundamental clues and to contribute to a better communication. This research seeks to respond to the challenge that was initially posted: to communicate Manvia‟s industrial service, globally unique, in two culturally different markets, the German cement market and the Saudi Arabian cement market. Manvia‟s case study seeks to apply the theoretical bases studied, to a very specific and competitive reality – Manvia‟s global brand. Thus, we developed a proposal based on a number of tools that can meet the international marketing needs of Manvia‟s global brand. This proposal is based on two tools. The first tool includes the establishment of partnerships and agreements with local businesses and partners. The second tool includes development and innovation in order to communicate with different stakeholders. We developed this project, believing that it can pave the way for further investigations with regard to international marketing and global brands management. With this project we present a set of tools able to answer to the exact needs of the German and Saudi cement markets, strategic for this global brand.

Date of Award	14 Oct 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Manuel Seruya (Supervisor)