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Sainsbury in Portugal - Essay Example

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Sainsbury in Portugal

Sainsbury wishes to establish a national presence in Portugal within 3 years, and has chosen to enter the territory through the acquisition route. There is a need therefore to identify potential modes of such entry, and to consider key operational steps which would make the entry and launch successful. This document scans the business and social environment of Portugal, and makes recommendations for a set of actions to achieve the objectives set by Sainsbury.
This report, including its recommendations, is based on reviews of published literature, and of web sites of Sainsbury and food retail chains in Portugal. Standard tourist guides (Beech, Hole, Sterling, and King, 2005 ...Show more


Sainsbury in Portugal should be different not just from the nature of its branding in the UK, but from the rest of Europe as well, because the people of Lisbon and of other urban centers in the country have distinct food and beverage preferences. A local economy which is backward and underdeveloped relative to major European Union members, poor educational levels, a casual work ethic, entrenched bureaucracy, and the paucity of well developed chains of branded food stores, are principal issues for Sainsbury to address, for which recommendations are listed in the body of this report.
Author : camilla98
Sainsbury in Portugal essay example
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