INTERNATIONAL MARKETING PLAN FOR COMPANHIA DAS LEZÍRIAS: WINE EXPORTATION TO THE BRAZILIAN MARKET

The present Master´s Final Work project was developed with the main objective of creating and proposing an internationalization plan aimed at strengthening and expanding the activities of the company Companhia das Lezírias. The plan focused on one of the company´s core business activities, sale of wine products, with the Brazilian market being the target market. In 2022, 92% of the total sales of the company were allocated to the domestic market, a fact that underscores the limited significance of the international market as a sales channel for the company at present. In this regard, it was identified the opportunity for the company to grow and boost its overseas activities through wine exportation to Brazil. Regarding the projects structure, an analysis of the internal and external environment of the company was initially conducted to gather and spot the company’s capabilities and competencies and understand its national and global context. As for the methodology used, an approach based on the case study was adopted. By conducting a semi-structured interview to a collaborator of the company, it was possible to assemble essential information to formulate a strategy focused primarily on the expansion process, distribution, and potential institutional partnerships. Therefore, it was possible to develop a strategy aimed at addressing the key elements associated with an internationalization process, including the strategy for entering the foreign market, the identification and evaluation of potential local partners, the promotion and positioning of the brand, and finally, the planning and control of the project.