Leandro Amato, Melina Bentancor, Camila Cuevas, and Agustina Sträter, who are in their second semester of the Bachelor’s Degree in International Studies, participated alongside a student from the Tecnológico de Monterrey in Mexico. The competition was held on September 5 in a hybrid format and brought together more than 1,000 students from 45 countries.
A chance to cheer yourself up
The invitation arrived in the mail. At first, they were hesitant: it was their first semester, and they weren't familiar with the format. The support of their teachers and coordinators encouraged them to participate.
“We feel very motivated and supported by the faculty,” the students said.
The competition involved solving internationalization challenges in emerging economies, following a process similar to that of a consulting firm. After advancing past the first stage, the team received feedback on its work and refined its proposal for the finals.
A case centered in Uruguay
The challenge required choosing a Chinese company. The team opted for BYD, due to its presence in Uruguay and its factory in Brazil.
His research, titled “BYD in Uruguay: Pricing Issues in a High-Tax Market”, examined the automaker’s pricing strategy in light of the changes to the IMESI tax expected in 2027 and Tesla’s entry into the local market.
In an initial version, they analyzed how to leverage the Brazilian factory’s location and the impact of taxes on the competitiveness of electric vehicles. For the final phase, they incorporated additional lines of action: promoting trade agreements between Uruguay and China and expanding business opportunities among companies and institutions.
As a precedent, they cited the addition of electric buses to Montevideo’s public transportation fleet, an initiative that could serve as a model for other departments and public agencies.
Research and advocate
Obtaining firsthand information was one of the main challenges. The team interviewed Sirley Teixeira, marketing manager at Sadar, BYD's importer in Uruguay.
The defense team also had to adjust to the time difference with China: they began their presentation at 11:00 p.m. Uruguayan time. This was followed by a round of questions from the jury, which tested their analytical skills and ability to respond under pressure.
“It helped us understand how businesses work—there isn’t much room for improvisation,” they said.
After days of reviews and waiting, they received third place with excitement and relief.
Lessons That Continue
The students emphasized that the experience allowed them to coordinate ideas within an international team and put the tools they had acquired at ORT into practice. In particular, they mentioned the Interpersonal Communication and Negotiation Workshop, taught by Magdalena Pereira, and Fundamentals of Social Research, taught by Marcos Baudean.
The program was supervised by Prof. Lucía Neirotti, an ORT faculty member, and supported by Andrés Bancalari, MBA, academic coordinator of the Bachelor’s Degree in International Studies, and Cecilia González, M.A., coordinator of the Bachelor’s Degree in Digital Business.
The team hopes to compete in international competitions again.