Internationalization strategy of Água das Pedras to Dubai

• Author(s): Mendonça, Mafalda Vaz Pinto Furtado de
• Date: 2013
• Persistent ID: http://hdl.handle.net/10362/9804
• Origin: Repositório Institucional da UNL
• Subject(s): Bottle water industry; Água das Pedras; Sparkling water; Dubai; Premium
• Document Type: Master thesis
• Language: English
• Advisor(s): Dahab, Sónia; Soeiro, Filipe Castro
• Contributor(s): RUN

Description

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Água das Pedras is the leading brand of sparkling water in Portugal, with 140 years of history, and detains the consumer preference in the domestic market. Pedras wants to explore growing opportunities leveraging its competitive advantage and experience. The work project presents an expansion to the Dubai market, a region where 1L of petrol is cheaper than 1L of bottled water1. Entering in the premium segment, the foreign market promises a growing demand with high margins.