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Abstract(s)
A empresa em estudo, que será referida como LOGX, é um dos maiores prestadores de serviços logísticos portugueses que recentemente atingiu um marco notável, celebrando quase meio século desde a sua criação. A partir do fim da primeira década de 2000, a Empresa iniciou o seu percurso de internacionalização, e agora está presente em cerca de uma dezena de geografias diferentes, espalhadas por três continentes. O desafio era analisar o caminho da LOGX a nível internacional, a abordagem utilizada e, a partir disso, fornecer à empresa uma ferramenta estruturada para ajudar na tomada de decisão em futuros processos no âmbito da internacionalização. Com o objetivo de sistematizar o processo de seleção dos mercados alvo, desenvolveu-se um modelo analítico que consiste numa ferramenta de ‘business intelligence’, que através de um conjunto de indicadores previamente selecionado, pode ser programado para apresentar resultados, classificando os mercados de acordo com as duas dimensões identificadas como fundamentais - Oportunidade e Risco – fornecendo uma lista preliminar de países a serem analisados com maior detalhe. A seleção dos indicadores, que viriam a delimitar o racional por detrás do modelo analítico, foi feita de acordo com a informação recolhida na interação com os gestores da LOGX, com objetivo de refletirem os requisitos pré-estabelecido pelos mesmos e o plano estratégico da empresa. A partir da lista que resultou do modelo analítico, foi feita a análise detalhada dos mercados alvo no sentido de avaliar o potencial de cada geografia ao nível das respetivas indústrias de serviços de transporte, dos respetivos sectores e indústrias com potencial enquadrado com as competências da LOGX, e ainda os respetivos perfis de comércio internacional. Assumindo a metodologia, o Chile e a Espanha foram as geografias selecionadas, não excluindo, no entanto, os restantes mercados que compõem a lista preliminar, e que devem manter-se no radar da empresa para futuros processos de internacionalização. Uma vez selecionados os mercados, foram feitas recomendações referentes ao modo de entrada nos mesmos, e ainda, referentes ao ‘marketing mix’ a aplicar. A consolidação das regiões para onde a LOGX se internacionalizou mais recentemente, nomeadamente a região da América Latina, está na base do planeamento estratégico da empresa e, consequentemente, na base deste projeto. Este passo é considerado como fundamental na preparação da organização para outros desafios mais complexos.
The underlying company on study, which will be referred to as LOGX, is one of the largest Portuguese logistics service providers that recently reached a remarkable milestone, celebrating almost half a century since its creation. Since the end of the first decade of 2000, the company has embraced its internationalization strategy, and is now present in about a dozen different geographies spread over three continents. The challenge was to analyze the pathway abroad for LOGX, the approach used and, from that, to provide the company with a structured tool, to help in the decision making, for future processes towards internationalization. In order to standardize the market selection process, I developed an analytical model consisting of a business intelligence tool, which through a set of indicators previously selected, can be easily programmed to present results, classifying markets according to the two key dimensions - Opportunity and Risk - providing a short list of countries to be further analyzed in greater detail. The selection of indicators, which would delimit the rationale behind the analytical model, was made according to the information collected in the interaction with LOGX managers, in order to reflect their preestablished requirements and the company's strategic plan. From the short-list that resulted from the analytical model, a detailed analysis of the target markets was made in order to assess the potential of each geography at the level of the respective transport services industries, the respective sectors and industries with potential framed with the competences of LOGX, and also the respective international trade profiles. Assuming the methodology, Chile and Spain were the selected geographies. However, not excluding, the other markets that make up the short list, which must remain on the company's radar for future internationalization processes. Once the markets were selected, recommendations were made regarding the market’s entry mode, and also regarding the 'marketing mix' to apply. The consolidation of the regions where LOGX has most recently internationalized, namely the Latin American region, is at the foundation of the strategic planning for the company and, consequently, on the foundation for this project. This step is considered as fundamental in preparing the organization for more complex challenges in the future.
The underlying company on study, which will be referred to as LOGX, is one of the largest Portuguese logistics service providers that recently reached a remarkable milestone, celebrating almost half a century since its creation. Since the end of the first decade of 2000, the company has embraced its internationalization strategy, and is now present in about a dozen different geographies spread over three continents. The challenge was to analyze the pathway abroad for LOGX, the approach used and, from that, to provide the company with a structured tool, to help in the decision making, for future processes towards internationalization. In order to standardize the market selection process, I developed an analytical model consisting of a business intelligence tool, which through a set of indicators previously selected, can be easily programmed to present results, classifying markets according to the two key dimensions - Opportunity and Risk - providing a short list of countries to be further analyzed in greater detail. The selection of indicators, which would delimit the rationale behind the analytical model, was made according to the information collected in the interaction with LOGX managers, in order to reflect their preestablished requirements and the company's strategic plan. From the short-list that resulted from the analytical model, a detailed analysis of the target markets was made in order to assess the potential of each geography at the level of the respective transport services industries, the respective sectors and industries with potential framed with the competences of LOGX, and also the respective international trade profiles. Assuming the methodology, Chile and Spain were the selected geographies. However, not excluding, the other markets that make up the short list, which must remain on the company's radar for future internationalization processes. Once the markets were selected, recommendations were made regarding the market’s entry mode, and also regarding the 'marketing mix' to apply. The consolidation of the regions where LOGX has most recently internationalized, namely the Latin American region, is at the foundation of the strategic planning for the company and, consequently, on the foundation for this project. This step is considered as fundamental in preparing the organization for more complex challenges in the future.
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Keywords
Logística Internacionalização Seleção de mercados Comércio internacional Exportação Importação Logistics Management Internationalization Market Selection International Trade Exportation Importation