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.
[...] Market entry plan Following our SWOT about the Havaianas flip flaps, we choose France because of its political and economical stability, the high income per capita, the large coastline and the Mediterranean climate, and because it is one of the biggest tourist destinations of the world. There are also well known surfing spots with international events and competitions which are interesting for Havaianas to develop. Strengths Weaknesses Popular trend on beaches all around Easily replicable the word Young fashion style Easily transportable Low cost product Opportunities Threats Many countries are potential Competition because of the huge targets because they have a number of similar products substantial coastline. [...]
[...] Statistics about the shoe market around the Mediterranean coast Shoe's Consommation in Europe in 2000 Source CEC En millions de paires After a comparison of the information given above, we decided that France and the US are the two best countries to export the sandals to. Consumer Analysis We have discussed the Havaianas, since our team is composed of three French students. The conclusions of our discussion are the following: The Havaianas are liked by all young people; they are worn during the three summer months to go to the beach or even to go out (specially for the girls). [...]
[...] With the entry on the French market we expect to get a worldwide customer because of the high number of tourists, and the fact that France is a country with high fashion standards. If we succeed it will be the beginning of our expansion to the European market. Summary of the steps of the investigation In the first step of our investigation, we identified the best prospect: it is a young person who likes surf wear and believes in the values of relaxed clothing. [...]
[...] 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. Our best Prospect: Our best prospect would be someone who likes fashion and travel. [...]
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