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Análise e Aperfeiçoamento de Estratégias de Internacionalização de uma Imobiliária Sueca em Portugal
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Abstract(s)
A Empresa Imobiliária Sueca sobre a qual incide este trabalho, decide em 2015 internacionalizar-se, em regime franchising em Lisboa, Cascais. Esta decisão foi sustentada pelo sucesso de negócio de um outro franchising, um ano antes, no Algarve, Lagos, da mesma empresa, que por sua vez teve como motivação principal, o sucesso de franchisings estabelecidos no mercado Espanhol anos antes.
O principal objetivo da empresa é oferecer o melhor que Lisboa e Cascais têm a nível imobiliário a clientes compradores Suecos que queiram comprar uma casa de férias ou mesmo uma residência permanente.
Desta forma, estabelece-se um novo franchising em Cascais, com um projeto de implementação baseado nos anteriores. É neste momento que começam a surgir desafios para a empresa e é precisamente sobre esses desafios que vai ser desenvolvido este trabalho.
No fundo este projeto vai começar por analisar as estratégias de internacionalização usadas pela empresa como entrada no mercado português, de modo a encontrar a raiz dos problemas que a empresa sentiu.
Tais problemáticas vão incidir essencialmente sobre as áreas da linguística, e da cultura.
Posteriormente, depois de analisados os problemas, será feito um estudo que vai de encontro à resolução dos mesmos, no fundo, serão apresentadas uma série de novas estratégias que ao serem implementadas poderão ajudar a resolver e a prevenir futuros problemas.
É importante notar que todo o desenvolvimento deste projeto foi feito segundo duas perspetivas diferentes. A primeira, baseada em estudos científicos, os quais ajudaram a sustentar uma segunda perspetiva, que incide sobre uma experiência pessoal de trabalho na empresa.
Deste modo, o objetivo principal será construir uma ponte que sirva de suporte para a boa relação entre as estratégias da empresa e o mercado onde opera.
The Swedish Real Estate Agency covered by this research decides to enter the Lisbon and Cascais market under a franchising framework. This decision was supported by a previous successful franchising agency, in 2014, in Algarve, Lagos, from the same company, which also achieved successful businesses in the Spanish market several years earlier. The main purpose of the company is to offer the best quality real estate properties to Swedish buyers, who wish to buy a vacation house, or even a permanent residence in Portugal. This way, the company establishes its’ new franchise in Cascais, with a deployment strategic project, similar to the previous successful agencies. At this point, the company starts to experience some difficulties, and it is precisely about them that this work will be developed. Essentially this research will begin with the analyses of the internationalization strategies used by the company as an entry mode for the Portuguese market, aiming to find out the root of the problems the company felt. These problems will revolve around different areas, such as, culture and linguistics. After the problems have been pinpointed and reviewed, a research will be performed in order to help solve those problems, in other words, new strategies that will try prevent future problems will be introduced. It is important to note that this project has been developed under two different perspectives. The first being a scientific study based one, and the second being a personal working experience in the company itself. The first perspective will support the second one. Therefore, the main goal of this research will be to try and build a bridge of support the will help better the relation between the company’s strategies and this new market in which it operates.
The Swedish Real Estate Agency covered by this research decides to enter the Lisbon and Cascais market under a franchising framework. This decision was supported by a previous successful franchising agency, in 2014, in Algarve, Lagos, from the same company, which also achieved successful businesses in the Spanish market several years earlier. The main purpose of the company is to offer the best quality real estate properties to Swedish buyers, who wish to buy a vacation house, or even a permanent residence in Portugal. This way, the company establishes its’ new franchise in Cascais, with a deployment strategic project, similar to the previous successful agencies. At this point, the company starts to experience some difficulties, and it is precisely about them that this work will be developed. Essentially this research will begin with the analyses of the internationalization strategies used by the company as an entry mode for the Portuguese market, aiming to find out the root of the problems the company felt. These problems will revolve around different areas, such as, culture and linguistics. After the problems have been pinpointed and reviewed, a research will be performed in order to help solve those problems, in other words, new strategies that will try prevent future problems will be introduced. It is important to note that this project has been developed under two different perspectives. The first being a scientific study based one, and the second being a personal working experience in the company itself. The first perspective will support the second one. Therefore, the main goal of this research will be to try and build a bridge of support the will help better the relation between the company’s strategies and this new market in which it operates.
Description
Keywords
Linguística Cultura Mercado Português Internacionalização Estratégias Franchise Imobiliárias Implementação Problemáticas Soluções