Samenvatting

This research thesis was compiled by Andreas Kullmann, a student who is studying International Business and Management Studies at the University of Applied Sciences Zeeland in Vlissingen, Netherlands. The research was conducted under LA ROSSA’s new business unit called LA ROSSA-Technologies, LDA. which was established in order to market the business’ new and innovative eco-friendly disinfectant white-label solution called SECADIS.

This business concept is conducted by LA ROSSA Internacional Consultoria e Serviços Lda. a strategic management holding headquartered within the International Business Center of Madeira (IBCM). The concept relates to SECADIS, a hygienic disinfection technology which has a broad range of industrial applications. Precisely, SECADIS is eco-friendly and builds upon the so called electrochemical activation (ECA) technology which solely uses three major ingredients namely salt, water and electricity.

This innovative and sustainable technology will produce highly potent, non-toxic and ecofriendly antimicrobial solutions which are very effective (99.99%) and stable 24 months. As of today's technological standard, SECADIS solutions are characterized by a high amount of free chlorine, with high oxidation potential, and a long shelf life obtained through the production process. The solutions kill bacteria, fungi and viruses by oxidizing them. The oxidizing disinfection process is therefore one of physical destruction of microorganisms’ cell membrane rather than simply eroding cell structures through chemical application as it is typical for conventional disinfectants. This property – as well as achieving maximum kill rates in very short contact times – also ensures that no resistance is built up over time.

The project is divided into two phases namely Research & Development and Commercialization (market entry). The first phase aims to increase the efficiency of the production process by reducing the amount of required salt. Patentable inventions regarding the production process are envisioned. Moreover, useful applications in the hospital industry will be further analysed. Thinking globally, MRSA and other unwanted species of viruses and bacteria, allergies caused by traditional disinfectants are tremendous challenges for every management of hospitals, old people homes and the like around the world. R & D will take place in year 1 and 2 with the objective of increasing the efficiency of the production process and obtaining proven results from the competent institutes of Universidade da Madeira and Silliker Portugal S. A. Institute; commercialization is expected to commence in year 3. The aim is to manufacture a more stable and efficient white-label disinfection solution for industrial customers, clinics and hospitals. Production will take place in the Industrial Free trade Zone in Caniçal, Madeira and distributed using a Business-to-Business (B2B) approach.

Market Entry is anticipated to commence in year 3. Since the first manufacturing process should take place in Madeira (Portugal), the project aims to create new jobs in the upcoming years. This is highly reinforced by the competent authorities who are in charge for the Industrial Park, as well as by regional funding authorities. Hence, a critical success factor is the securing of a healthy and solid financial base with the objective of raising the required investment capital for the first 2 years. The majority of funds should be generated through 2 grants via regional funding schemes (ProCiência 2020). Financing of the market entry phase is subject to another suitable funding program such as Horizon 2020. Henceforth, the purpose of this project was to research and produce a viable market entry plan for the second phase of the project, in the form of various strategies, as it gets closer to the market entry year of 2020. The author took four major parts, mainly; Funding, Promotion, Market Analysis and Entry Procedures into account. The product and company background has been explained in the internal part of the project. Overall this study and the recommendations based on the results are focused on the individual circumstances that the company LA ROSSA Technologies, LDA. faces at the time of writing. The review of literature derives from various sources of data which is the foundation to the recommended strategic incentives that the author puts forth. Despite the thesis being product oriented, a qualitative research in the form of a semi-constructed interview is conducted. The qualitative research within the thesis helps in connecting with the theoretical framework, with the actual processes followed in the business.

The product outcome of this thesis is a market entry strategy based on the required processes from acquiring financial assistance, to the entry procedures leading towards the market entry with the product launch. The author hopes that the final results of this thesis will help the company have a better and clearer understanding of proposed strategic incentives with the various required steps from the time of writing, up until the planned market entry of the year 2020.