Sunlover and its Internationalization to Germany

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 paper studies the internationalization process of Sunlover to Germany. The market opportunity in Germany is driven by several factors including the increasing importance of health and wellness, the still growing German economy despite the Eurozone crisis, the positive growth prospects for low-calorie and healthy drinks, and the early stage of the nutricosmetic drink segment. However, threats are composed by the continued risk of a Eurozone breakup scenario and its possibly negative consequences on the German economy, the dominant power of German food and beverage retailers, and the competition not only from international brands but also local players. In order to mitigate the threats and take advantage of the opportunities, licensing is recommended over indirect exporting as the optimal entry mode for the German market.