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The internationalization of CK Solar Academy to Brazil
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Nowadays, more firms tend to explore the off-borders market to fight the stress of
the competition in the national market. Moreover, most of the firms see this chance as an
opportunity to provide the foreign market what it lacks. In such context, this report examines
the possibility of the internationalization of CK Solar Academy to Brazil, more specifically
to the city of S. Paulo.
The present work describes the activities developed during the curricular internship
in CRITICAL KINETICS, Unip. Lda., located in Torres Novas. This company works in the
renewable energies’ market, more specifically in the supply and installation of photovoltaic
equipment, directed for own-consumption. The company has several sections, each being
responsible for a renewable energies’ market branch. The section studied in this report is
responsible for training professionals to be able to install and work with this specific
equipment. This section of the company has a varied range of courses in the photovoltaic
area taught throughout the Portuguese country.
The developed work intended to increase the number of markets in which the
company operates, aiming for markets that lack in training courses as wide and complete as
those offered by CK Solar Academy. Therefore, and taking into consideration the expressed
need of the company to search for one Portuguese-speaking market to implement the
internationalization process, the possibility of internationalization to the Brazilian market
was evaluated, more specifically to the city of S. Paulo, the one with more inhabitants in the
whole country.
To achieve the presented objective, a case-study was applied, focusing on
CRITICAL KINETICS, Unip. Lda. The research was based on a deep analysis of the
external environment and the internal characteristics of the company, in which secondary
quantitative and qualitative data were crossed.
The previous work, resulted in the internationalization plan to the year of 2017 or
2018, which main objective is entering in the Brazilian market, to the city of S. Paulo,
promoting the wide range of courses and training professionals acknowledge by the market.
It was proven that the company should, in an initial phase, take its chances in Portuguesespeaking
markets, once it has not the necessary knowledge to teach the courses in another language, and also to look for markets in which the consumers are looking for recognition
of their skills nationally and internationally.
Until now, the internationalization process of the firm has not yet started. Thus, the
considerations and recommendations presented in the internationalization strategy in this
report will be taken into consideration at the time of the company begins its implementation.
The recommendations presented meet the Network Theory, which argues for the creation of
a relationship between the entrepreneur and the host market that will favor not only the
presence of the company in the host market but also allow the creation of bridges between it
and the home country of the company. This theory will guide the company to the creation of
a Joint Venture with a possible partner in the Brazilian market, creating bridges between the
two countries, bringing benefits to the Portuguese company in the Brazilian market, and
smoothing the entering of the Brazilian company in the Portuguese market, and therefore the
European market.
Although being a case-study, and being adjusted to the specific case of CRITICAL
KINETICS, Unip., Lda., thus preventing the generalization of conclusions, we admit that
the present work, can be useful to other similar companies in the process of
internationalizing, not only by the adopted methodology in the strategic formulation, but
also for the outputs and obtained conclusions.
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Internationalization Brazil Portugal Internationalization strategies Cultural differences