Sunlover and its internationalization to Brazil

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 goal of this work project is to study Sunlover and its internationalization process to Brazil. As a first step, it was necessary to collect information, using primary data provided by Sunlover and secondary data from several sources, including articles, books and websites cited in the references. After the data was collected, the company was analyzed by conducting an internal and external scanning. The second step was to focus on the internationalization to Brazil based on a PESTEL analysis of the country and more specifically, on the competitive characteristics of the market for functional drinks. The third and last step was to analyze the possible entry modes and respective implementation plans, using the 4M model. After selecting the best entry mode, recommendations were drawn, regarding the potential partners for Sunlover in Brazil, as well as the marketing guidelines to be followed in the recommended entry mode.