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Abstract:
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The purpose of this project was to identify new and/or unexplored markets, in the car parkingmanufacturing field, such as the Latin American and Eastern European markets where, as amatter of fact, the presence of the strongest manufacturer groups was demanded and in somespecific cases like Brazil and Ukraine, imminent.To achieve this task, a literature and online research of indicators, like number of cars perthousand inhabitants and the GDP for those particular countries (among others), was carried outwith the purpose of creating a portfolio that, by the aid of academic business tools like theMcKinsey matrix, facilitates the decision of entry strategies for those particular cultural niches.Additionally, a questionnaire supported by an online survey tool was written in four differentlanguages to create a picture of the current state of the market according to major actors in thebusiness; the possible future commercial partners.The result of research shows that, between the studied countries and due to the fact that it is theone with the biggest market size and also because it will host the next Football’s World Cup in2014, Brazil is the most attractive market and the place where, in a short term period, companieslike DESIGNA should look.Finally, this study will allow car parking manufacturers and more particularly DESIGNA GmbH toorientate the efforts in a wise way, not only to generate market strategies for Sao Paulo and Riode Janeiro but also to study possible roads to proceed or to avoid different latitudes. |
