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Natura: Expanding Beyond Latin America

Published 07 Jan 2006
Reference 5365
Topic Marketing
Industry Cosmetics
Region Global
popular
Prizes & Awards

Winner of 2011 EFMD Case Writing Competition

Summary

Natura is a well recognized and highly regarded brand in Brazil: it enjoyed high brand loyalty among consumers and the highest retention rate among sales representatives in the cosmetics industry. Notwithstanding the triumphs in its home market, attempts at internationalization within Latin America, had thus far not been as successful as expected. The joint Presidents of Natura now wanted to take the leap and enter developed markets in which the Natura value proposition would resonate. The case raises issues related to how Natura should expand. Which market(s)? With what strategy? And what organizational structure should they adopt?

Teaching objectives

The objective of the case is to discuss the process of internationalization and the building of an international/global brand. The case allows for a discussion of the process by which a firm should make such a decision and the accompanying implementation decisions both in terms of marketing activities and changes in the organization structure to successfully internationalize.

Keywords
  • RD0706
  • AR0506
  • AR2006
  • Marketing
  • Strategy
  • Internationalization
  • Branding
  • Global branding
  • Brazil/Latin America
  • Emerging Markets
  • Cosmetics