Strategic analysis of internationalization and insertion in the Brazilian Fast Food market: Simulative study from the Spanish company Cerveceria 100 Montaditos

Abstract

The objective of this study is to analyze the internationalization and insertion of the Spanish business group Restalia, through the Cerveceria 100 Montaditos brand, in the Brazilian fast food market. It is a simulative panorama, via qualitative research, in a case study chosen by convenience and direct observation. The Pestel, Porter's Five Forces and SWOT analyses made it possible to map and identify critical success factors and threats. The results indicate that the self-service business model, with a variety of small snacks and beverages sold at low prices, has the potential to succeed in Brazil in cities with more than 200,000 inhabitants. This study lacks complementary research that involves detailing the Marketing and Logistics Plans, operational issues and economic feasibility, as well as contact with the company to verify the interest in operating in Brazil, considering that the business model undertaken exposes attractive characteristics, significantly applicable to the Brazilian reality.