Sanindusa

: internationalization of a Portuguese Industrial Company to Angola and Brazil

Abstract

In 2010, Sanindusa, a major Portuguese producer of sanitary ware, was analyzing the opportunities of entering the Angolan and Brazilian markets in order to reach the goal of improving its revenues growth. It was time to decide if the company should enter those markets and what should the entry strategy be in order to guarantee a successful performance. In the Teaching Note, a possible strategy path where the company could achieve its goal is analyzed. Although Sanindusa is a SME in its industry, with much less resources than its competition, and lacking experience on emerging markets, Sanindusa can be effective if its management works on to improve its internal management capabilities, enhance the positive impact of being in a cluster, spread its network and create exchange knowledge channels in order to have a structured country-specific strategy.

Date of Award	30 Jan 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)