VIEWS: 41 PAGES: 18 POSTED ON: 7/17/2012
Victoria’s Secret Company Information Brazil: History, Culture, Political and Economic Environment Competition Situation Analysis Target Market Selected Marketing Strategy Short and Long Term Projections Mission Statement: › Limited Brands is committed to building a family of the world's best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders Victoria's Secret is the leading specialty retailer of lingerie and beauty products, dominating its world with modern, fashion-inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows. Culture And Society Brazil has the largest Catholic population in the world Many Brazilians are descendants of African slaves, Portuguese settlers, and Indigenous people. Brazil in famous for various types of art forms such as the Samba music As of 2005 more than 17.5 million Brazilians had internet access which equals to 17% of the population One of the highest plastic surgery percentages in the world Political & Economic Environment One of the BRIC nations Forecasted to be when of the leading economies in the world by Goldman Sachs by the year 2050 Brazil practices Civil law Currently, has over 20 political parties Democratic parties have been in power since the early 1980’s Competition Local stores who have ties within the Brazilian community Department stores such Lojas Americanas and Daslu who offer high end clothing and a variety of clothing lines Online clothing boutiques which can target Brazilians who have internet usage SWOT Strengths Strong Brand Name Good reputation among customers World famous cover models and spokespersons who are associated with our brand Weaknesses First Entry into the Brazilian Market Unsure of local reaction to an American brand Opportunities Demand for lingerie products in the Brazilian market Further expansion into other South American countries Create barriers to entry for other firms Threats Local competitors already in the market Political climate Current world economic trends Women › Ages 15-50 Locations › Sao Paulo › Rio de Janeiro Our selected Marketing Strategy is to enter the Brazilian economic market with a similar strategy of that of our American brand, however with our product line adapted slightly for Brazilian culture and climate Market Entry Strategy- Enter Brazil as an American Company Solely owned By Limited Brands with Production and Manufacturing done in the area of our target Market Extensive Training for our American Managers in the native Language: Portuguese Wide Selection of Lingerie Beauty Products Sleepwear Swim Wear Clothing and Shoes Eliminating the Victoria’s Secret PINK brand Comparable to the American Brand Prices will be listed in Brazilian Real's 1 Brazil real = 0.514403 U.S. dollars Sao Paulo Rio de Janeiro - Ipanema Beach TV and Radio Advertisement Followed by billboard Advertisements Public Relations – Well Known Brazilian Models http://www.youtube.com/watch?v=OiCcMk4JfN0 Mystery Gift Card Promotions Holiday Promotions Brazil’s Next Angel Competition: The Face of Victoria’s Secret Beauty Of Brazil Future Promotions: Sponsoring Brazil Fashion Week & Carnivals Short and Long Term Projections/Goals Brand Awareness Acceptance in the community Brand loyalty Opening New Store locations Expansion throughout South America
"Victoria Secret Brazil"