Small and medium enterprise competitiveness: Internationalization strategy

Field lab: SME competitiveness

This work project has the objective to internationalize a Portuguese fast food chain, named Prego Gourmet, to the Brazilian market, more specifically, to enter in the Sao Paulo fast food industry in the end of 2013, through studies of the internal and external environment. Hence, this work project is a prospective analysis of what the company should do in order to internationalize, analysing the entry mode, collaborative arrangements, and implementation plan. Finally, a risk assessment, recommendations and main conclusions are done to support the internationalization process. Concluding, the study enlightened the best entry mode to Brazil, having recommended entering São Paulo through a Joint Venture creating a master franchising and allocating a country manager to Brazil.