Factors behind Successful Market Entry into Latinoamerica: Case Study of Tapusa: A Spanish Company in Peru
Salazar Quesada, Anoush Nicole (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204054505
https://urn.fi/URN:NBN:fi:amk-202204054505
Tiivistelmä
The aim of this thesis was to study the crucial strategic management tools for medium-sized construction companies in strategic planning to enter the Peruvian market. Specifically, it investigates the case study of a Spanish construction company currently operating in the country. The commissioning party was Tableros y Puentes S.A., which demonstrates satisfactory outcomes since its expansion.
The theory section first covers the basic concepts of strategic management, what tools and techniques are part of. Next, Porter’s five forces, Porter’s Value chain, VRIO framework, and SWOT analysis are covered individually as those were the tools under consideration. To answer the research question about the determining factors that construction companies must take into account to expand into Peru, a mixed-method approach was used, as well as using the author’s knowledge gained while doing an internship for the commissioning party. A face-to-face interview with the Manager of Accounting was conducted. Also, existing material was obtained from multiple online sources.
The results are based on the outcomes of the tools that were applied for the commissioning party. Thus, it revealed that the Peruvian construction industry is attractive for potential entrants and ensures the continuity of the existing competitors. Also, that the company has some areas that need improvement and competitive advantages that allow it to be successful in the industry. Lastly, the extensive SWOT analysis shows several opportunities and strengths that overcome threats and weaknesses of the company which allows it to continue growing. In conclusion, the construction companies must utilize the studied strategic tools to obtain the necessary data if they seek to enter the Peruvian market.
The theory section first covers the basic concepts of strategic management, what tools and techniques are part of. Next, Porter’s five forces, Porter’s Value chain, VRIO framework, and SWOT analysis are covered individually as those were the tools under consideration. To answer the research question about the determining factors that construction companies must take into account to expand into Peru, a mixed-method approach was used, as well as using the author’s knowledge gained while doing an internship for the commissioning party. A face-to-face interview with the Manager of Accounting was conducted. Also, existing material was obtained from multiple online sources.
The results are based on the outcomes of the tools that were applied for the commissioning party. Thus, it revealed that the Peruvian construction industry is attractive for potential entrants and ensures the continuity of the existing competitors. Also, that the company has some areas that need improvement and competitive advantages that allow it to be successful in the industry. Lastly, the extensive SWOT analysis shows several opportunities and strengths that overcome threats and weaknesses of the company which allows it to continue growing. In conclusion, the construction companies must utilize the studied strategic tools to obtain the necessary data if they seek to enter the Peruvian market.