THE PROCESS OF INTERNATIONALIZATION AND ADJUSTMENTS IN THE MARKETING MIX OF ONE SMALL BUSINESS

Abstract

This study aimed to describe Holz's process of internationalization and adjustments to the
marketing mix. Specifically, it aims to achieve the following objectives: (1) identify Holz's
internationalization strategies; (2) Identify adaptations in Holz's marketing mix. The literature
review includes the gradual and Born Global models of internationalization, the main strategies
of internationalization (export, contract and foreign direct investment) and the elements of the
market mix (product, price, place and promotion). This research can be classified as qualitative;
the strategy used was the case study. Primary data were collected through semi-structured
interviews and secondary collected on the company website. An interview with Holz’s owner,
which lasted about an hour, was performed, recorded and transcribed, and then analyzed by the
technique of content analysis. Holz’s internationalization process is characterized as born
global, since the company was established to export wood. The company used the strategy of
indirect export through commissioned agents in the country of origin. Holz’s marketing mix is
adapted according to the needs of the consumer market: the product receives changes according
to needs and habits of each country; price changes are limited because they are uniform; the
distribution method is indirect; promotion is nonexistent.