Marketing e internacionalización: la expansión de Natura en España

Abstract

RESUMEN: El objeto de este Trabajo de Fin de Grado es la internacionalización de la empresa Natura en un nuevo ámbito geográfico, España. Para ello es necesario conocer todos los agentes que afectan al funcionamiento de la empresa ya sea positiva o negativamente, analizar las características internas y de los países donde opera y estudiar cómo podría implantarse con éxito la empresa en España.

ABSTRACT: This project has been developed with the aim to introduce a Brazilian company, Natura, into a new market, the Spanish one. Natura is a brand leader firm in natural cosmetics in the South American market. Along this project we have studied Natura’s enviroment, its place in the cosmetic world, its history since its beginnings, its worries and respect about the biodiversity and environment and its expectations for the future. We have also studied the different peculiarities in the South American market and we have compared it with the market in Europe and specifically in Spain with their legal framework and the current tendencies towards natural products. In order to carry out this project we have taken into account the macro-environmental forces such as the economical, social, political, environmental and legal macro forces as well as the micro-environmental ones. Respect to the micro-environmental forces we have paid attention to those affecting Natura, that is to say, relative to the cosmetic market. On the one hand we have studied all the agents involving Natura therefore we have obtained information about its suppliers, target market, competitors and so on. We have assessed Natura as a brand we have researched its main distribution channel: sales consultant system. But also its FODA, thus its strengths and weakness. On the other hand we have projected how to import the brand to Spain identifying the Spanish target, market conditions and the marketing mix, that is to say, Product, Price, Place and Promotion. Madrid has been chosen as the best location to introduce “Natura” in Spain. We have taken into account the logistical possibilities Madrid has, its international projection and at the same time the centralization spirit as capital of Spain. By means of diverse marketing strategies, some of them online through Natura Spain Web Site, the company will show its goods and values that will help customers to get the support the Brazilian firm is looking for in this new expansion.