This teaching case describes the path to the internationalization of the brand Aliança, a brand for organic whole grape juice, from the Cooperative Nova Aliança, located in Caxias do Sul (RS). The case is developed from the interest of the cooperative technician Marcia and the cooperated Marcio to have an appointment with the president of the cooperative to discuss expanding into new markets. It is important for the cooperative its insertion in the international market. The case presents the process of the first export and brings a discussion about the important decisions that have occurred in the international negotiations, in order to introduce the brand in the Lybian market, between the importer Mr. Harmed, the coordinator of the company, Ms. Anna and the junior company consultant Lorran. The case meets the following learning objectives: to understand the process of internationalization of the brand in the line of juices of a cooperative, to check the main challenges encountered in consolidating the export price, to identify the key documentary requirements and to verify the strategy(ies) for the internationalization expansion of the brand in the international market. The case can be applied in the disciplines of international negotiations, international marketing, international insertion strategy, logistics, and foreign trade systematic and exchange.
Grape juice; Exports; Internationalization
