Natura: Exporting Brazilian Beauty

Name: Natura: Exporting Brazilian Beauty (English version)
SKU: IB-92

McKern, Bruce; Yamamoto, Leonardo; Bouissou, Daniela; Hoyt, David W.

Product #:IB-92

Supplier:Stanford University

Discipline:Marketing

Setting:United States;Brazil;France;Mexico

Details:Case (PDF) • 41 pages • 2010-01-20

Subjects:

Marketing Brand management International business Corporate social responsibility Sales and marketing Business management Corporate governance

Geography:

United States Brazil France Mexico North America South America Europe

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This case describes the development and international expansion of Natura, a Brazilian cosmetics company. The company was founded in 1969, and developed products using environmentally sustainable practices, and that were distributed using a direct sales model. The company was highly successful in the Brazil, despite the challenging Brazilian economy. Natura had successfully entered the Mexican and French markets. In 2008, it considered entering the U.S. market. The case describes the company's growth, its principles of environmental and social responsibility, its culture and organization, and its international expansion to 2008. It describes the U.S. market, and the challenges and opportunities that Natura would face if it tried to expand into the U.S.

Learning Objectives

This case can be used to discuss ways that local factors can be used to create a company well suited to prosper in the local culture. When entering a foreign market, these unique attributes can distinguish the company from its competition, but must be made relevant to the market being entered. The case allows students to learn about Natura's experience in Mexico and France, and evaluate ways in which it may successfully compete in the U.S. market.