Internationalisation of a Brazilian leather goods firm

Résumé du document

We are a company specializing in leather goods production such as handbags, wallets and belts. Our headquarters is located in Brazil but we would like to go international by introducing our brand in Europe. At this time, our company manufactures its products in Brazil. Workforce on site is advantageous, and we supply mainly with local raw materials. Thus, if we go international, we wouldn't want choose to implement a manufacturing subsidiary as the first stage. However, as this decision will be the first step of internationalization in Europe, our commitment should be high in the chosen country. That's why we decided to establish a sales subsidiary which will allow us to better control our brand image in Europe. The four European markets considered are France, Britain, Poland and Italy. If we want to survive in one of these marketplaces, we have to deepen the research, and compare the data available in each of these countries to reduce the risk of making a wrong decision.

Extraits

[...] This range of products is focused to highlight Brazilian touch” from our company in its design. For the first range of products, the prices are below: Average price for an handbag : 75 Average price for a belt : 40 Average price for a wallet : 25 For the second range of products, the prices are below: Average price for an handbag : 90 Average price for a belt : 60 Average price for a wallet : 35 Place Our products are made in our headquarters in Brazil and exported in Poland afterwards. [...]

[...] http://www.cafebabel.fr/article/32093/dominika-nowak-nunc-creation-chaussures.html - VUITTON opens store in Warsaw by the end of 2010 April 2010] http://www.cpp-luxury.com/en/vuitton-opens-store-in-warsaw--poland--by-the-end-of2010_669.html - OECD synthesis Etude économique de la Pologne 2010. [...]

[...] - of the Polish population lives in urban areas, but unlike most of other countries this number is slowly but constantly diminishing. - 29% of Polish people GNO's are active in the field of fine arts, photography architecture and design. France Britain Poland Technological environment analysis - In Italy, the accent is not turned toward the technologic evolution because they try to Italy focus on their ancestral expertise in the handmade leather goods. - The false leather has a really bad reputation in Italy. [...]

[...] - Poland has a balanced recovery and is preparing itself for the Euro adoption (20122015) - They are focusing their efforts to turn toward the globalization - Given the global economic downturn, Poland's economy was strong in 2009. Italy France Britain Poland 1.3 Socio-demographical environment analysis - The south of Italy is still under the undeclared work problem (almost 20% of the GDP), Italy the racket and the Mafia influence. - There is a big risk to be implemented without a national partner - One of the biggest trade fair of the leather take place in Bologna every year. [...]

[...] The goal of our advertisement is to create a strong impact on customers' minds, that's why we will ask to a famous polish designer: Dominika Nowak (known to controversy in the world of Fashion) to collaborate with our firm and being our model . Here, the goal is to use an icon, and associate it with our brand to boost our sales Conclusion: To sum up, we can observe that Poland is the most interesting country for our Brazilian company establishment in the European Union. Indeed, Poland recorded an increase of the leather goods consumption since 2004. In addition, we are focus on the medium to high range for our products and there are few competitors on this niche market. [...]