Alba Organics' market entry strategy and risks in Portugal

Country Entry Risk Assessment

Alba Organics has a unique product offering, of high quality, herbal based, cruelty free skincare products. They have been committed to the development of what they deem to be Consciousness Cosmetics for more than a decade. Entry into the Portuguese market offers certain benefits, such as the Portuguese people's commitment to high moral standards, which would be conducive to cruelty-free, environmentally responsible products such as Alba Organics. However, there are risks as well that need to be taken into consideration.

The Portuguese market is small and growing at only a nominal rate, in comparison to other EU countries. The population is still primarily located in rural areas. Although the euro is quite stable currently, that could change, affecting Alba's profitability. and, there are three primary, well-established competitors that control the majority of the market share currently, with large financial backing that could out compete Alba.