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Estratégia de Internacionalização da Jerónimo Martins na Polónia
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Abstract(s)
O processo de internacionalização de empresas requer a mais cuidada investigação, pois é algo moroso, complexo e de difícil tomada de decisão.
A empresa deve adoptar procedimentos e estratégias que procurem minimizar o risco das operações não correrem da melhor forma, levando a que a internacionalização não se efectue.
Uma empresa quando planeia internacionalizar-se tem de estudar bem o mercado para onde tenciona ir, a estrutura do consumo, os possíveis concorrentes directos ou indirectos e as questões referentes à cultura desse país. Desta forma, consegue tomar melhores decisões e encontrar a sua vantagem competitiva perante os seus concorrentes. A internacionalização de uma empresa é um ponto crucial para a expansão e reconhecimento da mesma, conseguindo assim gerar maiores resultados.
O presente estudo tem como objectivo perceber o porquê da Jerónimo Martins ter optado por ir para o mercado polaco, e não outro país/mercado. A Polónia foi o primeiro país onde a empresa se internacionalizou, com o nome de “Biedronka”. Pretendo também analisar e compreender as estratégias adoptadas pelo grupo na sua internacionalização.
A metodologia a ser utilizada são a análise de documentação de fontes secundárias, em particular artigos científicos, imprensa económica e questionários.
Abstract The process concerning the internationalization of a company requires a careful investigation, once it takes time and involves complex and difficult decisions. The company has to adopt procedures and strategies in order to minimize the risks and therefore to avoid jeopardizing the internationalization. When a company plans to have activity abroad, there are important studies to be carried out: how the market works, its consume structure, its direct and indirect competitors and particularities of the culture of that country. Based on these studies, the company will be able to make better decisions and to find its competitive advantage among other competitors. The internationalization of a company is a very important step to achieve development, better results and recognition. This essay has the purpose to understand why the company “Jerónimo Martins” decided for the polish market and not any other market in any other country. Poland was the first country where this company decided to work in, assuming the name of “Biedronka”. It is also my goal to analyze and understand the strategies that this group adopted in its internationalization process. The methodology to be used is the literature review of secondary sources, particularly, scientific articles, business press and questionnaires.
Abstract The process concerning the internationalization of a company requires a careful investigation, once it takes time and involves complex and difficult decisions. The company has to adopt procedures and strategies in order to minimize the risks and therefore to avoid jeopardizing the internationalization. When a company plans to have activity abroad, there are important studies to be carried out: how the market works, its consume structure, its direct and indirect competitors and particularities of the culture of that country. Based on these studies, the company will be able to make better decisions and to find its competitive advantage among other competitors. The internationalization of a company is a very important step to achieve development, better results and recognition. This essay has the purpose to understand why the company “Jerónimo Martins” decided for the polish market and not any other market in any other country. Poland was the first country where this company decided to work in, assuming the name of “Biedronka”. It is also my goal to analyze and understand the strategies that this group adopted in its internationalization process. The methodology to be used is the literature review of secondary sources, particularly, scientific articles, business press and questionnaires.
Description
Keywords
Internacionalização Estratégia Vantagem competitiva Economias de escala Diferenciação Redução de custos Aquisição
Citation
Publisher
Universidade Europeia - Laureate International Universities