Internationalization as a strategic growth possibility: the case study of l'antic colonial

Abstract

The master thesis aims to investigate an importance of international marketing in internationalization. Particularly, the master thesis analyzes the case study of L’Antic Colonial - the company within Procelanosa Group, which considers accessing a new market in Paraguay. Applying theoretical and practical fundamentals of international marketing, the master thesis proposes the most appropriate market entry strategy for this company. Based on many marketing analysis of the company and the target market, L’Antic Colonial should incorporate the strategy of exporting, i.e. gradual penetration into the Paraguayan market with extension of the distribution network and the adjusted marketing mix.