Internationalization process of Science4you to the United Kingdom

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

This thesis analyzes and proposes the internationalization strategy of the Portuguese company Science4you to the United Kingdom focusing on its core business, educational scientific toys development. Science4you is a profitable and recently formed company that has already established international operations and is seeking to increase its external revenue streams by reaching other countries. The study scrutinizes the internal environmental context by examining the company history, objectives, operations functioning, industry key drivers and its competitive assessment. In view of the fact that Science4you has been considering the hypothesis of expanding its operations to the United Kingdom, this country was the main target of the study research. Nevertheless, the British toy market attractiveness was analyzed and compared to other potential candidates confirming that the United Kingdom represents a prosperous expansion opportunity. Furthermore a country macro-environmental and a British toy sector analysis were performed, allowing a detailed proposal of the implementation plan regarding the mode of entry, resources needed and the best way to explore the company capabilities in the United Kingdom, namely through the establishment of a direct exporting strategy.