AbstractsBusiness Management & Administration

Internationalization process of Gallo worldwide: Introduction of olive in a non-traditional market - China

by Luis Botelho Dias

Institution: Universidade Nova
Year: 2014
Record ID: 1318460
Full text PDF: http://www.rcaap.pt/detail.jsp?id=oai:run.unl.pt:10362/11753


A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics This work has the main objective to provide the proper approach to the Portuguese brand Gallo to introduce olive oil in China, tackling Shanghai has point of entry, but also targeting in very short-term two other main cities, Beijing and Guangzhou. Although Gallo very recently established a team in Shanghai, due to confidentiality reasons, it was only provided the information that they are working on a way to introduce the product in China, as it is developed in this study. A deep study of the Chinese market was conducted in order to assess the viability of introducing olive oil, providing a combination of trends and proving that there is a clear possibility of doing so. Hence, it is delivered a prospective analysis of what the company should do and focus on to successfully approach a non-traditional olive oil market. It includes a Porter’s five forces and SWOT analyses for Shanghai’s region, as well as information about the current stage of International and Chinese olive oil markets. It is also offered a marketing plan with different promotion strategies to be conducted in order to fight the two major problems found in the country, product and brand awareness. According to the information gathered, the recommended appropriate mode of entry is exporting through a local distribution partner, including main advantages and disadvantages. Concluding, three different implementation strategies are suggested for the brand to survive and prosper in China, with the main objective of forcing Chinese population’s familiarity and involvement with the product. Please take into consideration that in order to have a deeper understanding and appraisal of the work project as a whole, it is essential to check all the exhibits as they are highly linked throughout all the study conducted.