Processo de internacionalização da Alpargatas: expansão e estratégias competitivas no mercado mundial

Abstract

This study aimed to evaluate the phenomenon of internationalization and its main variables, with emphasis on the importance of this expansion process to leverage Brazilian companies, in the light of the case of Alpargatas. As a methodological procedure, the research used the analysis of the company's financial indicators and bibliographic and documentary production. Based on a set of integrated strategies, such as changes in organizational management, strong marketing campaigns, tactical changes in favor of operational efficiency, portfolio diversification and, above all, an internationalization process that began gradually with exports to nearby countries, evolving to the expansion to franchises in the USA and European countries, the company managed to reap exceptional effects. Based on its results after years of putting into practice and improving such plans, it was verified that Alpargatas is a case that proves that internationalization is a strategy that should be considered by companies of different levels to obtain a competitive advantage, stand out in front of their market and, sometimes – if the process is well planned and executed – get out of crisis situations.