Estudio de caso ropa interior femenina en méxico y brasil (inglés)

HOW TO ENTER TO THE MARKETS OF MEXICO AND BRAZIL

WITH LEONISA’S PRODUCTS

JENIFFER CÁRDENAS

ADALBERTO CUADRADO

MIRLEYDIS ESCORCIA

BRIAN HERNÁNDEZ

JOSÉ MELO

MARCELA MONTAÑO

CINDY PABÓN

JONATHAN RAMOS

ORNELLA RANGEL

UNIVERSIDAD DEL MAGDALENA

FACULTY OF MANAGERIAL AND ECONOMIC SCIENCES

INTERNATIONAL BUSINESS PROGRAMME

SANTA MARTA, D.T.C.H.

OCTOBER 2009HOW TO ENTER TO THE MARKETS OF MEXICO AND BRAZIL

WITH LEONISA’S PRODUCTS

MANAGEMENT OF INTERNATIONAL BUSINESS

JENIFFER CÁRDENAS

ADALBERTO CUADRADO

MIRLEYDIS ESCORCIA

BRIAN HERNÁNDEZ

JOSÉ MELO

MARCELA MONTAÑO

CINDY PABÓN

JONATHAN RAMOS

ORNELLA RANGEL

HAROLD SILVA GUERRA

TEACHER

UNIVERSIDAD DEL MAGDALENA

FACULTY OF MANAGERIAL AND ECONOMIC SCIENCESINTERNATIONAL BUSINESS PROGRAMME

SANTA MARTA, D.T.C.H.

OCTOBER 2009

CONTENTS

PAGE

INTRODUCTION

1. JUSTIFICATION 6

2. OBJECTIVES 7

1. GENERAL

2. SPECIFICS

3. LEONISA: BACKGROUND AND 8

PRESENT OF THE COMPANY

4. HOW TO ENTER TO THE MARKETS OF 9

BRAZIL AND MEXICO WITH LEONISA’S PRODUCTS5. CASE OF MEXICO AND BRAZIL 10

1. WHY THESE COUNTRIES
AS EXPORTATIONS DESTINATIONS?
2. CONDITIONS OF ENTRY
TO THE LOCAL MARKETS 11-16
AND FACTORS OF ADAPTATION
1. PRODUCT DEFINITION
2. RAW MATERIALS AND PROCESSES
3. PRODUCT PORTFOLIO
4. MARKET SEGMENTATION
5.STRATEGIES OF ENTRY
6. DISTRIBUTION AND LOGISTICS

6. ROLE PLAY OF THE NEGOTIATION 17
1. PLOT SUMMARY:
1. INTRODUCTION OF THE COMPANY
TO THE INVESTORS
2. COUNTRIES PRESENTATIONS
(FEATURES OF BOTH
COUNTRIES, GENERALITIES)
3. LEONISA’S FIRST PROPOSAL
4. COUNTER PROPOSITIONS
5. FINAL DECISIONS AND AGREEMENT

7. CONCLUSIONS18-19

8. BIBLIO AND WEBGRAPHY 20

INTRODUCTION

Female underwear has been one of the expression icons of women. In the 60’s and 70’s, for instance, the bra was used as a symbol for the feminine liberation movement. Currently underwear is a main accessory for women.

Leonisa, the most important Colombian company in this sector is the leading enterprise in exporting productsto Latin America, reaching a high recognition internationally and trying to expand itself worldwide.

Nowadays the world it’s experiencing an important change of direction in economical decisions due to the global financial crisis that affected it since 2008. It has been characterized for reducing and impacting considerably the international commerce more than the industrial production, as aresult of that many companies have had to look towards new alternatives and new markets as a way to keep growing despite the suddenly drop in exportations and importations.

Emergent markets and not so strong economies have turned into the most attractive scenarios for these activities, but it’s necessary to take into account that demand in industrialized countries is recovering currently and weshould use that kind of economies as bridges to market our goods in those “strong” ones; this report consist of a simulation of the case of female underwear distribution, which is analyzed according to this context, that is why through this document we establish a theoretic business plan that studies how to negotiate the commercialization of the products with delegates of Mexico and Brazil and theconditions of entry of the company to these foreign countries.

All that strategies have been developed in order to practice the acquired knowledge and share it, for creating experience and to be prepared for the future working performances as international negotiators.

1. JUSTIFICATION

The sector of confections in Colombia is highly competitive. The activity of manufacture in this...