Internationalisation strategies of companies : Nando's case study

The aim of this book is to analyse the international process of a company to enter a new foreign market. Companies which are going international are more and more numerous because of globalization. Through different motivations and modes of entry, those companies have the same ambition: to succeed in another country. This study is focused on three objectives which provide a better understanding about the motivations of companies to go international, explore their strategies to enter a new country and analyse the eventual adaptation of the company to a new environment. The study was conducted through a qualitative case study about the company Nando's. The deductive approach includes interview analysis and secondary research. The paper determines that companies are pushed to go international by proactive or reactive motivations. Each mode of entry has its advantages and inconvenient, it depends on the company. Through the case study, the results show that Nando's is influenced by proactive motivations and uses the system of master franchise.