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Global pathways for excellence: internationalizing olive oil from Herdade da Bica
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Orientador(es)
Resumo(s)
The thesis aims to develop a strategic plan for the internationalization of Herdade da
Bica’s premium olive oil by comprehending the most significant drivers (political,
economic, sociocultural) that affect international market forces; exploring the internal
capacity and positioning of Herdade da Bica in the premium olive oil market; to develop a
strategic internationalization proposal, focusing on the selection of target markets,
distribution channels, competitive positioning, and differentiation.
A well-balanced strategic plan received support in a comprehensive literature review on
internationalization, which examined its historical roots, organizational processes, and
strategic adaptations necessary to compete in global markets. The literature review also
proceeded into internationalization of Portuguese olive oil as a blend of tradition and
innovation, the contribution of family firms in preserving authenticity while growing
overseas, and adoption of sustainability as an engine of competitiveness. This conceptual
basis supported careful selection of target markets—Japan, Germany, and Brazil—and
justified the functional decisions in marketing, operations, and in-house organization.
The procedure entailed the application of an external environmental analysis (PESTEL
and Porter’s Five Forces) complemented by an exhaustive internal firm diagnosis,
empirically supported by evidence gathered from operators in the industry. Combining the
analyses in a SWOT matrix facilitated the clear identification of Herdade da Bica's
competitive advantages—vertical integration and investment in sustainability—while noting
weaknesses in operation scale and a lack of an internal international commercial framework.
Functionally, the project provides actionable marketing, operations, organizational
design, and financial management suggestions with explicit focus on flexibility in
production, brand reinforcement in target marketplaces, adaptations in logistics, and team
organization. The financial plan supported the financial sustainability and the potential for
growth in the strategy but also recorded financial challenges early in internationalization.
Descrição
Palavras-chave
Internationalization Olive Oil Sustainability Family Business