International market entry strategies - Latin America

The internationalisation of companies has been the focus of many studies and has been approached from different perspectives. Most of them detail aspects of branding strategies and expanding operations while others deal with financial aspects. In relation to other approaches different reasons are given for entering the international market. The aim of this study was to investigate the strategies for entering international markets used by a Brazilian pharmaceutical company that is undergoing the process of internationalisation. To this end it was based on a theoretical framework and based on data obtained from primary and secondary sources direct observation direct contacts and the application of a questionnaire a diagnosis was made of the stage of internationalisation of this company. The study was characterised as qualitative and exploratory with an illustrative case study. As a result it was found that although the company has entered six countries in the last three years this short period does not allow for an in-depth analysis of the financial return on the other hand the current stage of internationalisation.