Science4You: Expanding the internationalization plan in Spain

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

After becoming a competitive player in the Portuguese toy market, Science4you aimed at internationalization as a viable option to increase its sales and establish itself as a reliable brand within the niche of scientific educational toys abroad. Despite being established only in 2008, the company has since acquired significant practical knowledge on negotiating with its partners to establish profitable and rewarding relationships. Within the internationalization strategy, focus was and is held upon European countries – with similar markets to the Portuguese – and upon Portuguese-speaking countries, with the intent on facilitating the process of entering the markets. Considering this context, it was not surprising that Science4you would start to sell to the Spanish market by the end of 2009 through an agreement with Fnac. While such partnership allowed for a quick and easy integration, such speedy process also had its drawbacks – as the company started selling to Spain that early, a research on the Spanish market and interpretation of its real opportunities, capacities and trends was never fully developed. As such, despite satisfactory results having been achieved thus far, I feel that this market holds many characteristics that differentiate itself from its Portuguese and other European counterparts, justifying a more thoughtful approach than that already in practice. Through it, Science4you can aim at achieving higher revenues by increases in sales, and to improve awareness in the local and European market. In this Work Project I will analyse what makes this company competitive, and a research of the industry for this target market will be provided. Then, and keeping in mind the company’s strategic objectives, I provide a set of recommendations that I find suited to improve not only its operations in the Spanish market, but to prepare the company for further expansion of its international presence. Maintaining the same mode of entry it employed when it first entered the market – exportation – some structural changes are suggested as well as developments in terms of its operations, partnerships and presence in the Spanish market, aiming to adapt properly to its specific demands.