Análise de Mercado Nos itens abaixo serão exibidas as análises qualitativas e quantitativas de mercado, assim como a sua segmentação. Através de buscas em sites especializados no comportamento do consumidor, veículos de comunicação exclusivos do setor e profissionais de Marketing e pesquisa de mercado foi possível traçar e identificar as características do setor calçadista, entendendo os segmentos de mercado mais atraentes. 1. Análise Qualitativa Para a análise qualitativa de mercado, considerando o mercado de sapatos no Brasil, foram realizadas buscas em sites especializados e uma entrevista com Kitty Schimitt - Coordenadora de Marketing do Jornal Exclusivo/Revista Lançamentos - que nos cedeu alguns dados internos que possibilitaram a explanação abaixo. Após a busca e a análise da entrevista, pôde-se entender os papéis de compra através de aspectos específicos e concluir os itens que compõe o método dos 7O’s de marketing: ocupantes (quem compra), objetos (o que compra), ocasiões (quando compra), outlet (onde compra), objetivos (porque compra), operações (como compra) e organizações (quem participa da compra). Segundo o Ibope, o mercado calçadista brasileiro vem crescendo no decorrer dos anos. Em 2013, a pesquisa da Pysix Consumo - ferramenta de dimensionamento de mercado do IBOPE Inteligência – afirmou que a estimativa era de um crescimento de 10% em relação a 2012, expectativa confirmadas após o período. Ainda segundo o instituto, as classes C e B representam, respectivamente, 42% e 40% do consumo de calçados. Ou seja, ambas as classes são as principais responsáveis pelo aumento da compra deste produto no Brasil. Fonte:http://www.ibope.com.br/pt-br/noticias/Paginas/Consumo-de-calcados-vai-movimentar-40-bilhoes-em-2013.aspx Além ... ... middle of paper ... ...e e apenas 0,1% no norte do país. Sobre as exportações, o nordeste e o sul representam 93% do volume que sai do país, sendo apenas o primeiro responsável por 78%, de acordo com dados divulgados pela Brazilian Footwear, braço da Abicalçados responsável por difundir o calçados brasileiro. O consumo aparente (conjunto de produção mais importações do país, menos as exportações) do mercado calçadista chegou a 786,7 milhões de pares em 2012, número já maior que os 779,9 milhões de 2010. Isso mostra que a demanda nacional para calçados cresceu nesse período, mas principalmente ao aumento da população, visto que o consumo aparente per capita foi o mesmo em ambas: 4,1 pares por habitante. Em 2013 o consumo aparente chegou a 805,3 milhões de pares pelos 201 milhões de habitante do país. Fonte: http://www.iemi.com.br/producao-nacional-de-calcados-deve-crescer-36-em-2014/
In the 1500s Pedro Alvares Cabral landed on Brazil, previously a inhabited by tribal nations, and claimed the land in the name of Portugal. Brazil remained a Portuguese colony until September 7, 1822 when it declared its independence becoming the Empire of Brazil making the nation a constitutional monarchy with a parliamentary system. In early 1964, a Military junta took control of the nation until it fell in 1985 further changing the structure of the nation, and finally in 1988 a formal constitution was created enacting 26 states encompassing its boarders. Throughout the history of Brazil, the nation was never able to fully immerse itself in the international market and expand its economy, until today. Latin America has not had the best of luck when it comes to economic development and many nations in Latin America have similar issues when it comes to economic and societal development, and many of these issues are cause by the same things. For example, before the military coup in 1964 Brazil was in massive amounts of debt to international partners, however, during the military rule the payment of this debt was halted so the trust and economic backing of countries stopped with the payments. Many plans have been enacted after the fall of the military control to reverse the economic downfall that occurred in the country and continent in the 20th century and especially in the 1980s, the lost decade. In Brazil alone, there have been at least seven economic plans to reverse the economic hardships of the country, from the Cruzado Plan to the Real Plan, none seemed to work. However, in the past decade the Brazilian economy has seen an amazing increase and the condition of life of the people in the nation has increased with it. The quest...
Brazil is both the largest and most populous country in South America. It is the 5th largest country worldwide in terms of both area (more than 8.5 Mio. km2 ) and habitants (appr. 190 million). The largest city is Sao Paulo which is simultaneously the country's capital; official language is Portuguese. According to the WorldBank classification for countries, Brazil - with a GDP of 1,5 bn. US $ in 2005 and a per capita GPD of appr. 8.500 US - can be considered as an upper middle income country and therefore classified as an industrializing country, aligned with the classification as one of the big emerging markets (BEM) next to Argentina and Mexico. Per capita income is constantly increasing as well as literacy rate (current illiteracy rate 8%). Due to its high population rate (large labour pool), its vast natural resources and its geographical position in the centre of South America, it bears enormous growth potential in the near future. Aligned with an increasing currency stability, international companies have heavily invested in Brazil during the past decade. According to CIA World Factbook, Brazil has the 11th largest PPP in 2004 worldwide and today has a well established middle income economy with wide variations in levels of development. Thus, today Brazil is South America's leading economic power and a regional leader.
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
The Portuguese began exploring Brazil’s Atlantic Coastal Plain in the early 1500s (Kent 236). In fact, colonization and settlement began in this region (Kent 237). The region quickly became the focus of colonization, and the countries first two settlements, Salvador and Rio de Janeiro were located on the plain. Today roughly 45 million Brazilians call the plain their home (Kent 236). During the early years of colonization, tropical broadleaf forests and brazilwood tree were extensively logged. The Brazilwood could be used as a rich red dye, which became the colony’s first significant export. However, by the end of colonial period, forests were largely nonexistent (Kent 237). This led the colonists to seek another alternative export which in this case was agriculture, especially sugarcane, cacao, and pasture (Kent 237).
For thousands of years, society has defined culture as adoptive behaviors through closely related interactions. As per Cambridge Dictionaries Online (2013) culture is defined as, "the way of life of a particular people, esp. as shown in their ordinary behavior and habits, their attitudes toward each other, and their moral and religious beliefs". Culture is infringed in every characteristic of life from family heritage to business and friendly socialization. Cultural traditions and customs have had an impact on the Brazilian society in Latin America. Therefore, to gain understanding of Brazil's culture the characteristics of this nation's past and economy will be analyzed. According to the Library of Countries Studies, in 1822 Federative Republic of Brazil gained independence from Portugal to gain rights in regards to economic and social discrimination. economic and social discrimination. Politically, in determining if the liberation from Portugal was a positive effect on Brazilian society, one must assess the effect of progress to the society. For the purpose of the report the focal point will identify Brazilian ethnocentric culture and encompass each aspect of life from business culture, cultural heritage to tolerance and patience on a global scale.
Solana, D. (2007): Entrevista en “El nuevo marketing 2.0”, Interactiva Digital no 79, abril de 2007.
After I received your email asking me to give recommendations about the IBazar Brazilian operation and your next expansion in Latin America, I spent the whole week analyzing the eBay current situation, as well as the Latin America e-commerce market, in order to come up with the appropriate solution that guarantees an immediate success of your company in the region. First, I will start with a systematic analysis of eBay's international market-entry strategies. Second, I will exanimate the Latin America e-commerce market. Finally, I will use the precedents analyses to provide you with a set of recommendations concerning the prospective expansion in Brazil, as well as, your extension in the entire Latin America as a whole.
Conclusion: Brazil with the rest of the BRIC nations have a long way to go before their current economic development translates into benefits for the majority of the population. Fortunately, Brazil has great strengths. Thanks to its efficient and entrepreneurial farmers, it is the world’s third-biggest food exporter. Even if the government has made the process slower and costlier than it needed to be, Brazil will be a big oil exporter by 2020. It has several manufacturing jewels, and is developing a world-class research base in biotechnology, genetic sciences and deep-sea oil and gas technology. The consumer brands that have grown along with the country’s expanding middle class are ready to go abroad. Despite the recent protests, it does not have the social or ethnic divisions that blight other emerging economies, such as India or Turkey.
Caroline and Jennifer said that ‘Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or set of buyers which would then become targets for the company’s marketing plans.’ (Tynan and Drayton, 1987) There are many ways to segment the market, such as age, region, environment, psychology and wages (Hall, Jones and Raffo, 2010).
Brazil and Mexico are both the giants of their geographic realms (de Blij and Muller 219,254). Mexico constitutes an entire geographic region of Middle America (200). The country of Brazil is also considered a single region in South America (239). Both of these regions have very large populations in comparison to the other regions of their realms. Mexico’s current population of 102 million people has more than doubled in size since 1970 (219). Brazil’s estimated population is currently near 167 million people (254). The populations of both regions are becoming increasingly more urban in character. At least seventy-four percent of Mexico’s population resides in cities or towns (220). Similarly in Brazil, eighty percent of the population lives in urban areas (Microsoft Encarta).
Brazil is the largest country in South America and one of the most influential. The geography of Brazil is mostly flat to rolling lowlands in the northern areas along with plains, hills, mountains, and narrow coastal belt in the southern region (brazil.org.za, 2015). The area is rich in natural resources such as timber forests and mineral resources such as iron ore, diamonds, quartz and petroleum (Gigli, 2015). While Brazil’s economy has been commodity based in recent years technology investors have begun to establish business there a Brazil begins to invest more in technology and science (Lowman, 2014) .
In the process of creating a marketing strategy it must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level.
American Marketing Association Board of Directors approved the definition of marketing in July 2013 as ‘Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’, Ama.org (2015). With the growth in economy, competition and market fragmentation, the marketing became more sophisticated. The large heterogeneous markets were divided into smaller segments with similar needs, wants and buying behaviour, Kotler,P., Armstrong,G. (2014).
The main objective of starting a business is to gain customers and it is the most crucial part in the success of running a business. In order to thrive into today’s’ economy, the new chocolate company in the UK will need to use marketing as a tool of gaining new customer and retaining the existing ones (Speshock, 2010). Thus, marketing remains to be the main backbone of new and existing businesses successes. Apparently, there are several basic concepts of marketing, which are commonly used by numerous marketers of goods and services. These concepts of marketing comprise of the sellers, consumers, the product development, the market research, product positioning, the product image, the product concept, and the brand loyalty. These concepts combined with the marketing boundaries help in determining the consumer behavior on the product under marketing. On the other hand, it is important to state that the marketing concepts dictate that the success of a firm often depends with the marketing efforts that a firm employs (D’Aveni, 2007)...