Entry market plan: the case of Havaianas

Résumé du document

We chose to conduct our study on the case of the Brazilian company: Havaianas. The famous flip flop producer, who sells sandals for beach-wear, with the Brazilian flag on it. We will create a marketing plan to understand where we can export our product profitably outside Brazil.

The Havaianas are inspired by the Japanese ancestor the Zori, and were created in 1962. The name Havaianas, Portuguese for Hawaiians, was a tribute to America's glamorous holiday destination. The addictive nature of these flip flops is largely due to a 42-year old secret rubber formula, which makes them butter-soft, bouncy, flexible and durable.
The idea for the new sandal was so simple, that its success spread like wild-fire. In less than a year, Sao Paulo Alpargatas was making five pairs of Havaianas every second; which adds up to 125 million pairs per year. Since their launch, 2.2 billion pairs of Havaianas sandals have been produced and sold throughout the world. If the sandals were laid end to end, they would go around the world 50 times. In Brazil, Havaianas are loved and worn by all personalities from the average citizen to celebrities. Since being introduced to the United States, Havaianas have created an unprecedented cult following. Now referred to as the "best rubber sandal in the world," Havaianas can be seen in the pages of the hottest fashion and sport magazines, strutting down the runways at New York Fashion Week and featured at red carpet events. Stylish Americans, including top athletes, rock stars and celebrities demanded the butter-soft comfort of these inexpensive flip flops, leading to the availability of Havaianas at the most chic retailers and surf boutiques nationwide.

Extraits

[...] Since being introduced to the United States, Havaianas have created an unprecedented cult following. Now referred to as the "best rubber sandal in the world," Havaianas can be seen in the pages of the hottest fashion and sport magazines, strutting down the runways at New York Fashion Week and featured at red carpet events. Stylish Americans, including top athletes, rock stars and celebrities demanded the butter-soft comfort of these inexpensive flip flops, leading to the availability of Havaianas at the most chic retailers and surf boutiques nationwide. [...]

[...] Havaianas Market entry plan We chose to conduct our study on the case of the Brazilian company: Havaianas. The famous flip flop producer, who sells sandals for beach-wear, with the Brazilian flag on it. We will create a marketing plan to understand where we can export our product profitably outside Brazil. The Havaianas are inspired by the Japanese ancestor the Zori, and were created in 1962. The name Havaianas, Portuguese for Hawaiians, was a tribute to America's glamorous holiday destination. [...]

[...] It is characterized by sunny weather with 2200 to 2900 hours of sun per year. The zone on the following map characterizes the Mediterranean climax. At the end of the first step, we chose 10 countries: -USA -Mexico -Australia -Portugal -Spain -France -Italy -Greece -Turkey -Israel We arranged an interview with the marketing assistant of the surf wear brand Rip Curl, who lives in Hossegor on the south West Atlantic coast in France, Pierre Greilzamer. He answered several questions about flip flops, and we will use his answers throughout the following study. [...]

[...] Moreover, only a small section of the population would be interested in our flip flops. In the third step of our investigation, we interviewed a French citizen specializing on surf wear brands. In our SWOT analysis, we realize that our product has many strengths and opportunities in the French market, due to the way of living of French people, and we can have a lot of hope for exporting successfully. Indicative bibliography - Plan and Market par Morris Bornstein (Relié - mai 1973) - How to Prepare Export Market.Plan par William C. [...]

[...] Surfers are strongly related to their favourite brands and Havaianas has a strong spontaneous attraction for surfers. Surfers usually go to the beach in flip flops, carrying their board, so they need high quality flip flops to walk in the sand and also on the streets. Many surfing events take place on well known beaches and several times the prize to be won are provided as sponsorship from surfing brands. Infrastructure All these countries have an excellent infrastructure network, though perhaps not Mexico and Turkey. [...]