H3 internationalization to Brazil

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicsh3 is a Portuguese firm competing in the fast food market with a hamburger gourmet concept. The firm is now a strong player in Portugal (39 stores); Poland, Warsaw (1 store); Spain, Madrid (1 store) and Brazil, São Paulo (2 stores). As a result of their successes in the domestic market, internationalization was a natural step. One of the major challenges the firm faces is the model to use in expanding into the Brazilian market. The aim of this project is to suggest to the firm the best approach for h3 in their expansion into Brazil. In order to assess the best mode of entry into new markets within Brazil, an in depth analysis of the h3 success performance in Portugal is necessary. By analyzing the Brazilian fast food market, we can see to what extent these markets achieve and do not achieve parity. As we shall see from the analysis, expansion is completely viable within the Brazilian market, to the states of Rio de Janeiro, Bahia and Estado Federal. Furthermore, the existing model h3 uses in its current Brazilian stores, that is, a joint venture model with h3 and its Brazilian partners as the master franchiser, will be the most successful route to rapid expansion in the region and in ensuring that competitors do not steal the concept h3 has pioneered