MKT500-Assignment-5-Hen-Der-Shot

Apr 30th, 2015
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Strayer University
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Until 1999 the product was exported to over 40 countries, mainly from Latin America, Africa and some countries in Asia. The company was using the same basic strategy without changing the product, communication or promotion. In Brazil, Havaianas were marketed with relatively low prices. However, the Company had an opportunity to position the sandals for a market with a high purchasing power, such as the U.S., Australia and Europe.

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Havaianas Strayer UniversityJuliana HendershotMarketing 500Professor KungMarch 20, 2010Havaianas Until 1999 the product was exported to over 40 countries, mainly from Latin America, Africa and some countries in Asia. The company was using the same basic strategy without changing the product, communication or promotion. In Brazil, Havaianas were marketed with relatively low prices. However, the Company had an opportunity to position the sandals for a market with a high purchasing power, such as the U.S., Australia and Europe.Segmentation and Positioning of Havaianas for International Market The company had two paths to follow for exporting the product, focusing primarily on classes A and B. The two options were almost antagonistic and required very different strategies. Focus on the base of the pyramid would rapidly increase market penetration and storage volumes, but would risk facilitating copies of the product for low-cost competitors, particularly Chinese manufacturers, responsible for more than 50% of the footwear industry in the world (10 times the Brazilian production). On the other hand, the adoption of a strategy to differentiate the brand from any other sandal in the market; this strategy would require heavy investments in brand creation and cause understanding of the target market much more demanding. Although there are other challenges to be overcome, the success of repositioning the product in Brazil and its transformation into a fashion

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