Tech Frame: Integrative work project in strategy

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

In any European jurisdiction filing an Industrial Property (IP) right, such as a patent, a design or a trademark, and being responsible for all its future management and vigilance is a complex process. For this reason these activities are generally subcontracted by the IP Rights’ Proprietors to IP Agents. Eyeing this opportunity, Tech Frame a Portuguese IT company has developed an IT solution, Darwin. Darwin is a software that supports all the activities performed by any IP Agent related to the management of IP Rights. Established in Portugal since 2000, Tech Frame already detains 80% of the Portuguese market share. Despite the large market share the Portuguese market exhibits limited growth opportunities. Therefore, Tech Frame is considering the possibility of entering the Italian market. This Integrative Work Project (IWP) focuses on identifying the opportunities that this market might offer as well as performing an in depth analysis of its structure. Furthermore, it will determine Tech Frame’s strengths and weakness and propose entry strategies that will optimally lead to the desired market share. The implementation proposal takes into account staffing, investment and timing issues necessary to effectively execute the recommended strategies for entry in the Italian market. The large differences between the Portuguese and Italian markets have been a constant concern when developing an international plan that will enable a successful entry.