Turquesa Beach

: internationalization strategy for an online-based company to Australia

Abstract

Turquesa Beach is a start-up dedicated to manufacturing and selling premium children’s swimwear through its website in Portugal. Although it was founded in 2016 and is still establishing itself in the Portuguese market, the company wants to expand its sales period to the whole year. As such, Turquesa Beach wants to expand to Southern Hemisphere countries, in which the high season is between December and February. Consequently, this dissertation’s objective is to analyze the possibility of an internationalization to Australia by understanding how the Australian Swimwear Market is structured, which marketing strategy can be recommended for an online-based company such as Turquesa Beach, and the investment necessities that the company might have. Through extensive research on online platforms and interviews with the owner of Turquesa Beach, it was possible to gather crucial information to better understand the position of the company as well as the Australian market. Finally, after conducting the market analysis and financial forecasts, it was recommended to Turquesa Beach to enter the Australian market by using marketing tools such as Google AdWords and Facebook Ads, add new features to the swimsuits – such as SPF/UV protection –, and hire a fulfilment agency in Australia.

Date of Award	6 Mar 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)