Internacionalização da natura na França: estratégias e posicionamento de marketing para um mercado sofisticado

Abstract

This article analyzes the strategy and the positioning of marketing of the internationalization of Natura in Europe, specifically in France. It is presented a theoretical framework, with the main concepts on internationalization motivation and marketing strategies. Applying these concepts to the case of entrance of Natura in a mature and sophisticated market, it can be concluded that the company faced great challenges related to the sales systems, opening a proper store and facing strong competition of traditionally established brands in France. The case sample that the company got success with its brands, its values and adapting its products, prices and distribution canals to this sophisticated and mature market, guaranteeing its presence in one of the most privileged points of France and gaining strategical advantages, such as the consolidation of its brand in Europe and other international and national markets, and also learning important things to be shared in all the spheres of the organization.