“Transcending borders". A suitability study and internationalisation plan proposal for Dulcesol company

Abstract

Being international in our increasingly globalised world is today a necessary challenge for many companies. This project is aimed at studying the suitability of creating and materialising an internationalisation plan for the Spanish company Dulcesol in order to try to develop all its potential in foreign markets, and particularly in Germany. Therefore, in order to analyse whether the German market is suitable for the company and how to proceed, different frameworks’ analyses have been considered as a departure point: the SWOT: TOWS (Strengths, Weaknesses, Opportunities and Threats) to determine the company’s internal and external factors; The PESTEL to analyse the Political, Economic, Social, Technological, Environmental and Legal aspects of the country; The competitive benchmarking to understand the competitors, and finally, the CAGE (Cultural, Administrative, Geographical and Economic) analysis to comprehend the distance between both countries. On the basis of this market analysis on the suitability and feasibility of establishing Dulcesol in Germany, an international plan proposal has been designed and developed with a focus on possible entry modes. The results show that an internationalisation plan on a neighbouring country is possible as well as advisable and highlight the convenience of “transcending borders” in order to adapt to current global trends.