TechFrame's internationalization plan: Next stop UK

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

The work developed consists on an internationalization strategic plan of measures and recommendations that aim to support TechFrame’s entrance in the British market. TechFrame is a Portuguese SME company that develops and commercializes IT products. Currently Darwin is its only product and consists of a software that supports the management of Industrial Property Rights (IPRs) 1 - patents, trademarks and designs -. The growing importance of IPRs derives from the high intrinsic value to their owners. Their management must comply with rigorous formal legal procedures, processes and requirements. The loss or the mistaken management of IPRs can severely damage the owning company’s business and operation, since they represent important company’s assets. Following the achievement of a dominant position in the Portuguese market, with nearly 70% of market share (in terms of Official IP Agent offices), TechFrame started a committed internationalization process through key European markets, after having expanded its product to non-key markets namely Angola, Mozambique, Macau and Austria. The first step was the opening of a local office in the Spanish market (in 2008) - having nowadays around 5% of market share with 80 licenses sold -. TechFrame currently desires to enter the French, Italian and British markets. One can say that TechFrame’s “corporate strategy should not be a once-and-for-all choice but a vision that can evolve”2 (Porter, 1998). The British market is a key IP (Industrial Property) market in Europe, with a big dimension not only in terms of IP registered but also in terms of agents operating in this industry and supporting industries. In this market Darwin will face a strong competition in a developed market with many international IT (Information Technology) suppliers of IP management solutions. The strategic plan I have developed aims to effectively contribute to TechFrame, consisting on a relevant and credible tool able to support TechFrame’s internationalization planning and decision making.