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As estratégias de marketing internacional para o Mercado Francês - caso da Delta Cafés: estudo de caso
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Abstract(s)
O presente estudo de caso, “As estratégias de marketing internacional para o Mercado Francês - caso da Delta Cafés”, foi realizado no âmbito do Mestrado em Gestão.
O objetivo principal deste estudo é acrescentar um contributo na compreensão das razões de base ao sucesso do processo de internacionalização, estudando o caso Delta Cafés no mercado francês, através da caracterização da empresa Delta Cafés e da sua posição no mercado, bem como da caracterização da sua estratégia de Marketing no mercado francês, como parte integrante da estratégia global de internacionalização da empresa. A metodologia é um estudo de caso baseado numa investigação empírica que investiga um fenómeno contemporâneo no seu contexto de vida real. Procedeu-se a uma pesquisa bibliográfica e revisão da literatura, apresentando as teorias de marketing internacional e a estratégia de internacionalização. Caracterizou-se a empresa, o ambiente geral e competitivo do mercado francês e procedeu-se à análise do processo da sua internacionalização e da sua expansão para o mercado francês. Com vista à obtenção da informação necessária à realização deste estudo, realizou-se uma entrevista semiestruturada com guião previamente preparado, com questões que atendem às necessidades do tema em investigação. Para complementar a informação necessária foi consultada documentação relevante para o estudo, tais como diversos relatórios do Grupo Nabeiro.
Os resultados evidenciam que a Delta Cafés combinou uma abordagem incremental com a utilização de redes locais no setor Horeca, inicialmente através de distribuição indireta e posteriormente com operações diretas, consolidando a sua presença no mercado francês. A empresa manteve a consistência global da marca, enquanto se adaptava a especificidades locais, como embalagens e estratégias de comunicação direcionadas.
A aplicação de ferramentas analíticas, como a análise PEST, as 5 forças de Porter e a SWOT, destacou a inovação como um fator essencial para superar desafios competitivos e assegurar o crescimento sustentável. Embora o estudo seja limitado a um único caso, oferece contribuições relevantes para gestores e investigadores interessados em estratégias de internacionalização e marketing em mercados globais.
Sugere-se que investigações futuras explorem a aplicabilidade destas estratégias noutros mercados e o papel da digitalização no fortalecimento de marcas internacionais. Este trabalho reforça a importância de articular teoria e prática para alcançar o sucesso em mercados altamente competitivos.
This case study, “International marketing strategies for the French Market - case of Delta Cafés”, was carried out within the scope of the Master's in Management. The main objective of this study is to add a contribution to the understanding of the basic reasons for the success of the internationalization process, studying the Delta Cafés case in the French market, through the characterization of the company Delta Cafés and its position in the market, as well as the characterization of its Marketing strategy in the French market, as an integral part of the company's global internationalization strategy. The methodology is a case study based on empirical research that investigates a contemporary phenomenon in its real-life context. A bibliographical research and literature review were carried out, presenting international marketing theories and internationalization strategy. The company and the general and competitive environment of the French market were characterized and the process of its internationalization and expansion into the French market was analyzed. In order to obtain the information necessary to carry out this study, a semi-structured interview was carried out with a previously prepared script, with questions that meet the needs of the topic under investigation. To complement the necessary information, documentation relevant to the study was consulted, such as several reports from the Nabeiro Group. The results show that Delta Cafés combined an incremental approach with the use of local networks in the Horeca sector, initially through indirect distribution and later with direct operations, consolidating its presence in the French market. The company maintained overall brand consistency while adapting to local specifics such as packaging and targeted communication strategies. The application of analytical tools, such as PEST analysis, Porter's 5 forces and SWOT, highlighted innovation as an essential factor in overcoming competitive challenges and ensuring sustainable growth. Although the study is limited to a single case, it offers relevant contributions for managers and researchers interested in internationalization and marketing strategies in global markets. It is suggested that future investigations explore the applicability of these strategies in other markets and the role of digitalization in strengthening international brands. This work reinforces the importance of articulating theory and practice to achieve success in highly competitive markets.
This case study, “International marketing strategies for the French Market - case of Delta Cafés”, was carried out within the scope of the Master's in Management. The main objective of this study is to add a contribution to the understanding of the basic reasons for the success of the internationalization process, studying the Delta Cafés case in the French market, through the characterization of the company Delta Cafés and its position in the market, as well as the characterization of its Marketing strategy in the French market, as an integral part of the company's global internationalization strategy. The methodology is a case study based on empirical research that investigates a contemporary phenomenon in its real-life context. A bibliographical research and literature review were carried out, presenting international marketing theories and internationalization strategy. The company and the general and competitive environment of the French market were characterized and the process of its internationalization and expansion into the French market was analyzed. In order to obtain the information necessary to carry out this study, a semi-structured interview was carried out with a previously prepared script, with questions that meet the needs of the topic under investigation. To complement the necessary information, documentation relevant to the study was consulted, such as several reports from the Nabeiro Group. The results show that Delta Cafés combined an incremental approach with the use of local networks in the Horeca sector, initially through indirect distribution and later with direct operations, consolidating its presence in the French market. The company maintained overall brand consistency while adapting to local specifics such as packaging and targeted communication strategies. The application of analytical tools, such as PEST analysis, Porter's 5 forces and SWOT, highlighted innovation as an essential factor in overcoming competitive challenges and ensuring sustainable growth. Although the study is limited to a single case, it offers relevant contributions for managers and researchers interested in internationalization and marketing strategies in global markets. It is suggested that future investigations explore the applicability of these strategies in other markets and the role of digitalization in strengthening international brands. This work reinforces the importance of articulating theory and practice to achieve success in highly competitive markets.
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Keywords
Indústria do café Internacionalização Estratégias Marketing Mercado Francês Estudo de caso