Keraben Grupo S.A. beyond Europe: A marketing plan for the internationalization of the Stoneage Collection to Canada

Abstract

Economic globalization fosters firms from all over the world to face not only a strong competition but also the necessity of being constantly innovating (Amoore, 2018). Going increasingly international is thus a key target for many important companies but the process is neither simple nor immediate. Hence, the main aim of this study is to analyze and establish a marketing plan for the tile manufacturer Keraben Grupo S.A. in order to expand its products, in this case, into the Canadian market. With this aim in mind, an external analysis including a PESTEL analysis and an overview of its main competitors, as well as an internal analysis studying its resources, capabilities, competitive advantage and Marketing Mix have been undertaken for their resulting data to be thoroughly examined and used as the basis for the internationalization plan proposed. Moreover, in order to further understand the situation of the firm, a SWOT analysis has been performed. After taking all these aspects into consideration, Canada has been selected as the most appropriate country in order to export Keraben’s new Stoneage Collection, and a market analysis of Canada has been carried out in order to acquire further knowledge of its potential customers. After that, a CAGE analysis, as well as Hofstede’s cultural dimensions have been carefully analyzed in order to unveil the main similarities and differences between both countries so as to reinforce the selected country. Besides, to accomplish the main goal of this research, the marketing objectives, and the international marketing strategy have been developed. To conclude, a series of financial projections and implementation controls have also been devised and included. Overall, the results obtained demonstrate that Keraben’s Stoneage Collection could be successfully implemented in the Canadian market and the final remarks of this study enhance the idea of export operations as a key aspect of a company’s success.