Natura

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TAFE - ULTIMO



MARKET GOODS AND SERVICES INTERNATIONALLY



NATURA: FROM BRAZIL TO AUSTRALIA





FERNANDO NAHAT JARDIM 368 089 508

MARIA SANJUAN CID 368 087 947

RENATA MARTINS KUHINICA 368 138 029

TALITA CANADAS MARIANO 367 726 776





Summary/ Synopsis



This report provides an analysis and evaluation of a market plan for bringing the Brazilian brand ofcosmetics Natura to Australia.

Reports of the cosmetic market in Australia as well as annual reports from Natura cosmetics were used make a situation analysis, SWOT analysis, the objectives of the company, it target market and finally it marketing strategy.

In particular, we found that Australia is a very suitable country to bring Natura to once there is no barriers such as regulations ordifference of culture. The Australian cosmetic market is very open and profitable at the moment plus the good reputation of Brazilian beauty in the country shows a great opportunity to enter into this market at the moment.







Table of Contents





Summary/ Synopsis 2

Table of Contents 3

Company and product background 5

Situation Analysis 18

Cultural Analysis 18Competitor Analysis 19

Economic Analysis 21

Political, Legal and Regulatory analyses……………………………………………………………………………………22

Technological analyses 23

SWOT analysis 24

Objectives 25

Company mission statement……………………………………………………………………………………………………25

Company objectives………………………………………………………………………………………………………………..25

Marketing objectives 26

Target Markets 27Segmentation…………………………………………………………………………………………………………………………..27

Positioning 27

Marketing Strategy 28

Product Strategy………………………………………………………………………………………………………………………28

Price Strategy…………………………………………………………………………………………………………………………..28

Placement Strategy…………………………………………………………………………………………………………………28

Promotion Strategy 28

Budget 30

Timelime 31

Conclusion 32

Bibliography 33Company and product background

Natura is a Brazilian company which is acting for over 40 years in the beauty and cosmetics market and it is the fruit of two passions: cosmetics and relationships.
The Natura´s essence since its beginning is: “Well being well” which means that the company´s goals are: to make people feel good about themselves, about others and about the naturalenvironment and the whole of which the company is part.
The company has operations in 8 countries, which are: Brazil, Argentine, Bolivia, Chile, Colombia, France, Mexico and Peru. It is the market leader in the category Cosmetics Fragrances and Toilletries in the Brazilian market and also is one of the top three preferred brands in Argentine and Peru.
Their Advanced Technology Center is located inParis, France, where the Company develops research into new trends, technologies, and advances in the area of beauty and well-being
All products utilized in its products are from Brazil and many of them come from the Amazon Forest. All their projects are also designed to develop the local communities and the extraction of the products is done in a sustainable manner, reinforcing it commitment withthe sustainability.
Natura does its products reach their consumers through their worldwide network of 1.4 million consultants (NCs), and this the direct sales model or (door to door – D2D) is the main commercial model that has shown good results since it beginning in 1974.
In 2011, Natura had its net revenues reached R$ 5,591 million, a growth of 8.9% compared to the year before and itsinternational operations also showed vigorous growth, with 40% increase in net revenues in weighted local currency (35.4% in Reais); accounting now for 9% of the total of the business.







Natura´s Operations:
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Natura´s Brand Proposition:








Price
Natura could be categorized on the category of middle market to premium. It is the most expensive brand in its...
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