...TABLE OF CONTENTS EXCUTIVE SUMMARY 2 1.0 INTRODUCTION 3 2.1 Economic Outcome of London 2012 4 2.2 Brazil- Getting Ready to Shine 4 2.3 Exploiting the Opportunity 4 2.3 Porters Five Force and PESTEL analysis 5 2.4 SWOT ANALYSIS OF THE BRAZILIAN LUXURY SECTOR 6 3.1 THE PLAN 7 3.2 OBJECTIVES OF THE PLAN 7 4.1 Justification Of The Plan 8 4.2 EXPERIENCE REALMS MODEL 9 4.2 THE BRAND IDENTITY PRISIM 11 5.1 PRICE AND PRODUCT 13 5.2 TIME FRAME AND LOCATIONS 14 5.3 IN-STORE EVENT 14 6.1 THE BUDGET 15 6.2 IMPLEMENTATION ISUUES 17 7.0 CONCLUSION 18 APPENDIX 1 19 APPENDIX 2 20 APPENDIX 3 ...
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...Brazil Inside brazils booming fashion industry （http://www.businessoffashion.com/2010/08/inside-brazils-booming-fashion-industry.html） A Booming Economy Undeniably, the primary force driving the current surge in the Brazilian fashion market is a healthy macroeconomic context. Brazil’s economy has been expanding steadily for years, a result of a stable political and social climate and long-term reforms set in place by the current and previous government administrations. As much of the world slid into severe recession in late 2008, Brazil continued to expand. Indeed, according to Brazil’s national statistics agency, GDP grew a record 9 percent in the first quarter 0f 2010. National Optimism The robust economy has, in turn, fed the country’s self-confidence. Whether at São Paulo Fashion Week, in the streets, or in the nation’s shopping malls, there is a palpable optimism in the air: Brazil believes in itself. This hasn’t always been the case. When queried on the main factor behind her country’s current optimism, Erika Palomino, arguably the best-known fashion journalist in Brazil, pointed out that a new-found “self-esteem” is as important as the positive numbers: “Because we are a former colony, for a long time we didn’t believe in ourselves and always looked abroad, thinking other countries did things better. That has changed.” Indeed, winning bids to host both the 2014 World Cup and the 2016 Olympics have had a major impact in boosting the country’s sense of confidence...
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...Nuova Accademia di Belli Arti Milano BERSHKA IN BRAZIL José Contreras Julia Avancini Maria José Gonzales Marina Gallati Fashion Marketing Communication Milano/2012 THE BRAND Bershka is one of the brands from the Inditex Group (which the sales represents 10% of the company), focus in the young public which like street style, music and art. The brand was created in April 1998 with a new conception of fast fashion and store, selling clothes just for women. In 2002 the company started to produce men collection too. The brand can be a reference point for fashion targeting because in just 2 years has consolidated its brand image with 100 shops. Nowadays the brand has 785 stores in 54 countries, and shopping at Bershka offeres the newest and hippest 21st century trends to their clients. MISSION The reason why Bershka exist is to offer to their consumers the best trends of the fast fashion world with an urban style, bringing new products to the stores in a short time. Therefore, the brand wakes the desire of buy in their clients, because is updating frequently and offering new products with different design all week. ENVIRONMENT Brazil is a country that is growing in a lot of aspects, especially economic facts. With a World Cup in 2014 and the Oplympics in 2016, all world are paying attention and thinking in ways to invest there. Not only have that, but the media (movie and television) focused attention in the country in the last years too. For...
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...Luxury Car Retailing & Trends Executive Summary A luxury car is indeed a status symbol that is a reflection of one’s personality and power in society. There is a steady increase in luxury car customers globally as there is a rise in income, wealth and urbanization. It is more of a dream come true of the rising middle class to purchase and own a luxury car. After the global financial crisis (Reyneke et al., 2012) hit the luxury auto market, it was interesting to find that the younger generation maintained their spending habits and joined the baby boomers who were already major consumers of luxury cars. However, the concept of cars being a boy toy has certainly evolved with the emergence of female consumers . These women are driven by their need to showcase their power and independence. The finest example are the Chinese and Middle Eastern women who have come out of their cocoons and protested against a male dominated culture and purchasing luxury cars were a part of that change. As the younger generation have become more environmentally conscious, luxury car retailers have adopted the ‘go green’ concept by bringing out diesel run and electric cars. Another trend that is picking up is the customization of cars. Luxury car retailers have chosen to customize their car for their customers providing them exclusivity and satisfaction as the customers get what they exactly want. The sales for luxury cars from 2012 to 2014 have been forecasted to increase steadily but there are...
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...| | Demographics Brazil is the largest country in South America that specializes in agriculture mining, and the manufacturing service, however, the Brazilian Aftermarket is one that is on the rise. Brazil is the 5th largest country in the world that is home to 205 million people, with the majority of the people living along the coast. The median age is 30.7 with 43.7% of the population being in the 25-54 year range. More than half of Brazil’s population, 53% is considered to be the middle class, however, poverty levels still remain high. The United States, on the other hand, is the third most populous country with 322 million people. Depending on the location, and class model used, the middle class can constitute anywhere from 25%-66% of American households. The median age is also a little higher than that of Brazil’s at 36.8 years (The World Factbook , 2015). The Market Brazil has a very large market with many positive advantages. The nation’s highly protected economy offers limited opportunities for significantly increased exports. The United States shipped $1.1 Billion in auto parts exports to Brazil in 2014. The International Trade Administration ranked Brazil as the 23 best market for original equipment parts and 27 for aftermarket products through 2020. For most firms seeking access to the Brazilian Market, it is through the supply chains of vehicle assemblers or large parts firms that are already producing in the market. Brazil is the fourth largest auto...
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...In this post modernist era, where people reject objective truths in favour of relativism we see lot of population migrating, trying out new jobs,progressive independent women questioning the social norm of male superiority. This is seen particularly in the emerging economies who are the game-changers this century. Joint efforts of all countries towards strengthening the global economy,as well as increasing efforts in business oriented policies and eradication of trade barriers has resulted in the urbanisation of these markets. Another important aspect being the economic hit taken by the developed countries which has made brands shift their focus on the emerging countries market. (BBC News,2013) It is one of the most significant trends seen on the global level. The annual consumption of emerging markets by 2025 will reach $30 trillion and account for nearly 50% of the world’s total consumption. (McKinsey) It clearly indicates the supremacy of emerging economies vis a vis the developed economies. Moreover the average age of the population in emerging economies is young and is expected to be even younger meaning the majority of population will be in the age bracket of 15-65 which is considered as the working age population. This indicates growth prospects in terms of more employment and therefore more disposable income in the hands of these consumers. If we consider the four BRIC countries plus the tier 2 emerging markets, together they account for 3,4 billion people,more than half...
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...Introduction Background in Brief: Coach was first established in 1941, as a small family run leather goods manufacturing business. Over time Coach became recognized as a premium brand that provided superior quality leather goods in classic styles and in the 1980`s it opened exclusive Coach retail stores. Coach was sold to Sara Lee in 1985 and experienced rapid expansion. Coach`s product portfolio was expanded to include, accessories, luggage and briefcases and many more exclusive Coach stores and Boutiques were opened. By the late 1980`s there were 12 exclusive Coach retail stores as well as approximately 50 boutiques selling Coach products within lager department stores. While Coach initially grew it started to lag behind its competitors in terms of trendiness and sales began to decline. In 1996 Krakoff joined Coach and he was instrumental in positioning Coach as an 'accessible luxury brand`` for it was understood that price was a source of competitive advantage for the brand in the luxury market. In October 2000, Coach went public under the name of Coach Inc. By 2005 Coach`s revenues tripled and their share price increased more than 900 % since their IPO in 2000. The Organization Today: Coach is one of the most recognized fine accessories brands in the U.S. and in targeted international markets. Coach is a leading American marketer of fine accessories and gifts for women and men. Their product offerings include women’s and men’s bags, accessories, business cases, footwear...
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...Recife is the sixth largest metropolitan city in Brazil. It is the capital of the state Pernambuco. The most vibrant and culture oriented city with lots of entertainment and restaurants to dine! Recife is a charming historic city with the wonderful city center. The beautiful beaches in Recife attract tourists and has an important place in the economy as well as a scientific facade of Brazil. The industrial, commercial and trading centre of Brazil is highly supported by the Brazilian government. The high-class restaurants, exceptional beaches along with excellent nightlife settings enhances the glorious view of Recife. The city Recife becomes a perfect tourist destination in Brazil. Recife is on the Atlantic coast and it has numerous gorgeous beaches around...
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...centrepiece of the Italian carmaker’s advertising campaign, launched only the month before, part of its most expensive marketing project in the Latin American country this year. More ON THIS STORY Recognition of Latin America increases A love affair with luxury Luxury goods: Designer labels follow rise in wealth Cementos Argos bets on US Colombia: Loyalty is biggest barrier to new entrants ON THIS TOPIC Brazil politics broken, says former leader Hopes & Fears: Cláudia Vassallo Real buffeted by US rates speculation EM Squared Brazil slowdown hits ‘fallen angels’ IN LATIN AMERICAN BRANDS Mexico to unveil revamped global image Start-ups find growth in young Brazil Nike scores from the sidelines with ambush marketing Peru’s ‘improbable’ drink wins out over Coke Sign up now firstFT FirstFT is our new essential daily email briefing of the best stories from across the web While the phrase itself has been used during political movements in the past in Brazil, for the crowds of mainly young protesters who hit the country’s streets this year it was simply recognised as “that slogan from the Fiat ad”. Fiat was not the only company to have inadvertently become an unofficial sponsor of the biggest protests in Brazil in more than two decades. Another favourite slogan among demonstrators was O gigante acordou (“The...
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...Introduction……………………………………………………………………………………….3 Au Lac do Brazil background...…..……………………………………………………………….4 Marketing mix 4Ps and target customer…………………………………………………………11 Product and service…..……………………….………………………………………….11 Price…..………………………..………………………………………………………...11 Promotion…..…………………………………………………………………………….11 Place …..…………………………………………………….…………………………...11 Target customer …..…………………………………………………….………………12 Internal influence……………..…..……………………………………………………………...12 Bad impression…..……………………………………………………………………….12 Food taste is good but bored…..…………………………………………………..……..13 Wrong table number lead to wrong order and bi.………………………………………..15 Facility is nice but not compatible.………………………………………………………16 External influence .....……………………….………………………………………………17 Situational influence…..…………………………….…………………………………………..18 Conclusion……………………………………………………………………………………….18 List of references…………………………………………………………………………………21 INTRODUCTION Hospitality and tourism industry plays an important role in the national economy as well as generates many jobs to offer the local people. Yet, this industry is also a bridge to exchange culture, language and fresh experience [trans] (Vai trò của du lịch trong việc bảo tồn và phát huy bản sắc văn hoá dân tộc n. d.). That the reason why local people have to be educated with international knowledge standard as well as professional skills to offer the current demand. Not only Raffles hospitality and tourism students will be educated by foreign lecturers who have a good qualification and...
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...Transmittal Letter December 4, 2010 Tumi Luggage in Brazil: A Feasibility Study Tumi Luggage is a very popular , high end, luxurious product. With its success in the US, in some parts of Europe and Asia, it is with best interest to research the feasibility in expanding its operations i nto the beautiful and lucrative country of Brazil. Feasibility and Marketing Plan: Tumi Luggage in Brazil Dr. Judy Strauss Associate Professor of Marketing University of Nevada, Reno Reno, Nevada 89557 Dear Dr. Strauss: We are pleased to present you with Bulletproof’s Feasibility and Marketing Plan for Tumi Luggage in the beautiful and lucrative country of Brazil. This plan will assist you in gaining valuable insight into the opportunity available for Tumi Luggage in Brazil. This plan is the result of an extensive research utilizing both primary and secondary findings. The suggestions proposed are carefully correlated with the market opportunities that are currently present in Brazil. The plan has been constructed in three different sections: (1) analysis of the potential market in Brazil, (2) the technical, financial and organizational elements that should be considered when entering the Brazilian market and (3) a marketing plan, if implemented, could create an overall increase in brand recognition, Tumi’s profitability and overall global market share. It is with confidence that the recommendations contained in this plan will cultivate excellent opportunities for Tumi Luggage, and...
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...TABLE OF CONTENTS CHAPTER 1 CULTURAL HISTORY OF EUROPE 3 CHAPTER 2 CONSUMERS. 5 TRENDS 7 CHAPTER 3 LUXURY INDUSTRY 8 MAJOR PLAYERS 9 BIBLIOGRAPHY 12 CULTURAL HISTORY OF LUXURY Russia has a longstanding history of luxury with a large emphasis on furs, gold, diamonds and the booming caviar industry. It has some of the most grandiose palaces in the whole world. We can consider Russian culture closely linked to term of luxury, because of the rich history and long tradition of impressive achievement in arts. We can say that Russian literature; ballet, classical music, architecture and paintings are part of there, as well as worldwide heritage in cultural and luxury world. SOME CHRONOLOGICAL FACTS EARLY 18TH CENTURY After the decree of Peter The Great, Russia became more opened for European way of life and traditional Russian appearances and fashionable Western clothes replaced dresses. MID 18TH CENTURY One of the most interesting facts regarding luxury has been related to Catherine the Great coronation gown. It was one of the most prestigious and glamorous dresses of that time in world of aristocracy. It was made out of luxuriant silver silk, with glamorous sleeves, lace bertha, blue sash, etc. Her crown was a byzantine throwback, joined by two rows of pearls. It contained a 4,936 diamonds and a giant 415-carat ruby perched on top of it. 1911 French master of haute couture Paul Poiret was amazed by Russian culture and he created the first European fashion...
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...Full Service Travel in Brazil Explore the World LLC Team C: MGMT 598 International Business Professor Wendy Finlay December 15, 2013 Table of Contents 1.0 Executive Summary3 2.0 Country Factors3 2.1 Political and Legal4 2.2 Economic4 2.3 Cultural5 3.0 Competition6 4.0 Market Opportunity9 5.0 SWOT Analysis: Implications12 5.1 Strengths12 5.2 Weaknesses14 5.3 Opportunities15 5.4 Threats16 6.0 Business Objectives16 7.0 Strategic Thrust17 8.0 Tactics19 8.1 Human Resources19 8.1.1 Recruiting and Staffing19 8.1.2 Training and Development20 8.1.3 Performance Management21 8.1.4 Compensation & Rewards21 8.2 Financial Risks22 8.3 Products and Services23 8.4 Pricing24 8.5 Promotion25 8.6 Distribution27 9.0 Measurement of Results28 Global Business Strategy: Full Service Travel in Brazil 1.0 Executive Summary Explore the World LLC desires to create a concierge, high-end travel agency/experience in Brazil. Our new office will be located in a place yet to be determined in Brazil and we are thinking of transportation, accommodations, private guided tours, cultural lessons, and language lessons. Essentially, the business plans to make the experience more than just seeing the sights, but experiencing the culture and lifestyle as a whole. This service can be used by both business and vacation travelers. In addition to direct personal service we will have a website to allow people to survey our offerings...
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...HERMES Paris Hermes has a strong identity. Hermes is one of the top leading luxury brands in the world. Originally French, Hermes is a family company started in 1837 as a company of hardness and saddler. Hermes’s principal activity is designing and developing handmade and hand-crafted luggage & leather goods. Hermes is associated with royalties, high end families and tradition. In terms of trends, the main evolution will concern the increasing influence of social media and digital marketing activities that improves customers experience and positively affects online sales of luxury goods. The demand for eco health savvy products will be stronger. The need for personalisation of products will also become more and more important. The demand for regional customisation - where brands capitalize on local cultures -will appear. Regarding the women category, the trend is a rebound of products/brands with high fashion content for special occasion in the high end segment. For the leather goods, there is a strong growth across all geographies and an increasing men’s spending (especially in Asia). In terms of countries, China will keep driving luxury goods consumption. Central Europe, Brazil and the Middle East are becoming significant in this industry. At this stage, we are interested in launching high tech accessories on Asian market. The strategy we would like to implement is to give a fresh air to the brand Hermes while keeping its authenticity and prestige. We think of...
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...A BRAZILIAN MARKETING STRATEGY FOR SKINCARE PRODUCTS International Marketing 2010-2011 1 Content 1. Introduction........................................................................................................................ 4 1.1 1.2 1.3 2. International Marketing .............................................................................................. 4 Company description ................................................................................................... 5 Goal of the study ......................................................................................................... 5 General cultural concepts .................................................................................................. 7 2.1 2.2 2.3 History.......................................................................................................................... 7 Geography and environment ...................................................................................... 7 Demography ................................................................................................................ 8 Basic facts ............................................................................................................. 8 Population density.............................................................................................. 10 Brazilian ethnicity .................................................................................................
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