Vous êtes sur la page 1sur 2

CASE 3

Electrical appliances for Portuguese-speaking markets

Electrolinha Compostos Ltd. is a company which manufactures electrical products, such as plugs, sockets, wires, bulb holders, among others. This is a family company which is located in Lisbon, Portugal. Even though this company has more than 20 years selling their products in the domestic market, it never thought to become international. Nonetheless, because of the economic crisis widespread over the European market and affecting more severely the Portuguese market, this firm decided that it was the right time to become internationalised.

When this company made the decision to penetrate international markets, Manuel Joao Pinheiro, who is the company’s owner, did not have any information about any international trade opportunities for their products. His son Luiz Pinheiro told him that they could obtain valuable information from the different Portuguese-speaking markets all over the world from different sources, for example consulates. They decided to contact two commercial attaches, who are the commercial representatives working at the consulates abroad. At first Mr Pinheiro contacted only attaches at the consulates based on two main countries, Angola and Brazil.

The selection of these two countries was made based on historical relationship between Portugal and these two ex-colonies. Brazil and Angola. These two countries also share the same language spoken in Portugal, which made it easier for him to communicate with them. It is important to pinpoint that none of the members of staff working for Electrolinha Compostos Ltd speak other languages than Portuguese.

Mr Pinheiro also said that in case that Electrolinha Compostos Ltd. gets a deal with buyers from any of these two countries, the products to be exported by his firm would not need any translation in their labels and boxes texts. In other words, Mr Pinheiro realised that his products could be sold abroad to these two markets with no translation in the packaging text, because the language of the market of origin (Portuguese) and destination (Brazil and Angola) is the same:

Portuguese.

In order to contact these two consulates, Mr. Pinheiro sent the commercial attaches a letter asking for lists of potential importers for his company’s products, He also requested for any other sources of information of value related to this type of goods (for example, tradeshows, Internet websites, economic studies on these two markets, etc.). In this letter Mr Pinheiro also included a brief depiction of his own company and its background. He also included an extensive description of the products sold by his firm with their main technical specifications.

From the commercial attaches working for the consulates located in Angola and Brazil, Mr Pinheiro obtained plenty of information. Not only was Mr Pinheiro sent various lists of potential importers for their products, but also he was provided with a detailed list of tradeshows related to these products in those countries.

The consulates also supplied several local websites where potential buyers published their specific requests for products of all kind, even electrical products. The consulates also provided a list of agents in these two markets. It is important to clarify that commercial agents are intermediaries who represent foreign manufactures in the local markets and sell products on behalf of them, charging a commission on results for their work.

Question

- What are the main sources of information used by this company? Why are these sources of value for this company?

You can submit your solution via «Ask a question» button on the course main page. You will get feedback in the next few days after the submission.