Publicação
Jerónimo Martins in Poland : Biedronka
| Resumo: | This document is the final requirement for the conferral of Master in International Management degree from ISCTE Business School. This project is a case study about the internationalization of a Portuguese company from the distribution and retail industry to Poland, and how the process/strategy was developed. The main topics of this project are: international strategy, international marketing and cultural adaptation. Jerónimo Martins is a Portuguese holding with international projection. It operates mainly in food market and its main activities are related with industry and distribution. Jerónimo Martins’ international expansion to Poland started in 1997 when the group bought 243 stores. This operation conquered the Polish market making Biedronka (the name of the group in Poland) the largest and strongest supermarket chain present in Poland. Today, it is recognized by more than 92% of Polish consumers, having the lead in the food retail market.1 The present case demands reflection and thinking about the main challenges faced by companies when approaching foreign markets namely: economical, cultural and strategic constraints. The practical perspective and the dynamics that this case involves, makes it quite relevant, as an object of study and knowledge about a situation that can be applicable to many companies: international expansion. |
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| Autores principais: | Parreira, Fábio Daniel Mendes |
| Assunto: | International strategy International marketing Internationalization processes Retail market Estratégia internacional Marketing internacional Processos de internacionalização Mercado da distribuição |
| Ano: | 2011 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This document is the final requirement for the conferral of Master in International Management degree from ISCTE Business School. This project is a case study about the internationalization of a Portuguese company from the distribution and retail industry to Poland, and how the process/strategy was developed. The main topics of this project are: international strategy, international marketing and cultural adaptation. Jerónimo Martins is a Portuguese holding with international projection. It operates mainly in food market and its main activities are related with industry and distribution. Jerónimo Martins’ international expansion to Poland started in 1997 when the group bought 243 stores. This operation conquered the Polish market making Biedronka (the name of the group in Poland) the largest and strongest supermarket chain present in Poland. Today, it is recognized by more than 92% of Polish consumers, having the lead in the food retail market.1 The present case demands reflection and thinking about the main challenges faced by companies when approaching foreign markets namely: economical, cultural and strategic constraints. The practical perspective and the dynamics that this case involves, makes it quite relevant, as an object of study and knowledge about a situation that can be applicable to many companies: international expansion. |
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