Sinfic

: assessing the strategic conditions in Romania for successful internationalization of a worldwide intelligent location product : Quatenus

Abstract

Quatenus is a worldwide intelligent location SaaS (software as a service) platform with real time positioning as its core function. The company (Sinfic) has designed for this product a revenue sharing business model. The objective is to internationalize it in many countries in order to reach a knowledge-driven ecosystem that would allow them to think locally and act globally. Under these circumstances, is Romania an attractive market for Quatenus and if it is, what internationalization strategy should be deployed? This dissertation answers the question by conducting a competitive intelligence research intertwined with the strategic analysis performed through the lens of four models: Five Forces, PEST, National Diamond and Value Chain. The first two are assessing the macro environment analysing the industry’s underlying structure and country’s business climate – dimensions which eventually will shape the competitive strategy. The other two models help identifying what competitive advantages would Quatenus have in the context of the Romanian GPS tracking market. Ultimately, we conclude that Quatenus should enter the Romanian market through an authorized sales dealer which would develop a structure where midsized clients act as partners, vertically integrating their value chains with Quatenus and helping it to access a yet unexploited customer group. This cost effective competitive strategy of externalizing the sales activity is sustained by the revenue sharing business model. We also recommend Sinfic to position Quatenus as a quality product due to its strategic fit with the upcoming trend and comply with local practices of wide range pricing strategies.

Date of Award	2 Jul 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Amaral (Supervisor)