Ivity internationalization strategy: Integrative work project SME competitiveness

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

Internationalization is an important challenge and companies should analyze and plan its strategy before proceed. My project will focus the internationalization plan of Ivity. Ivity is a branding company with entirely Portuguese capital structure. As a young small company Ivity has a low international experience but, due to the Portuguese market size, it is looking for internationalization opportunities. To elaborate the internationalization plan I started by an external analysis in order to understand branding industry in Portugal. In the internal analysis I studied Ivity’s competitive advantages, innovations, competitive situation and internationalization potential. Further, I developed an international scanning having in mind that the sector where Ivity’s competitive advantages and expertise could face better opportunities are the airlines industry. Due to the similarity of language, the recent growth, the early emerging and internationalization that increase marketing needs, I found Brazil as the country I should target and I analyze Brazilian market, focusing my attention in the competition and the potential customers. Finally I develop and propose an implementation plan with a timeline of resources and investment to support the operation aligned with the defined strategy.