[다국적기업경영론] 브라질 화장품기업 Natura의 성공사례 분석

소개글

브라질 화장품기업인 Natura에 대하여 분석한 영문레포트입니다.

다국적기업경영론 수업시간에 BRICs와 같은 이머징마켓에서 Natura가 어떻게 하여 성공할수 있었는지
마케팅기업과 전반적인 전략에 대하여 설명하였습니다.

또한 BRICs국가와 같은 이머징마켓에서의 기업의 전략수행방법에 대하여 설명하였습니다.

목차

Brazil as an emerging market

Strategies for emerging Markets

Introduction

The key to success in Brazilian market

Implications

본문내용

1. Brazil as an emerging market
1) Brazilian Market’s potential to succeed
BRICs have recorded impressive growth over the past decade
Especially, Brazil has been the major growth area in the BRICs

2) Brazil is the star performer in the cosmetic industry
The cosmetics sector rose 8.6 percent in 2008 despite the global financial crisis.
Brazil is set to add around US$8 billion to the size of their respective beauty industries by 2014.
→ Reflects the importance consumers place on their appearances and their willingness to prioritize spending on beauty products

2. Strategies for emerging Markets
1) Competing in Emerging Markets
Global competition between Local and Global companies is heating up
What are their strategies for emerging markets?

(1) Local companies
Starting flexible competition strategy that is appropriate for the local market
Benchmarking of Global companies ⇒Strengthening their Competitiveness

참고 자료

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