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Apr 3, 2024
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One of the following: (i)a strategic plan for entering the country above (in this instance, the company is not currently operating in the assigned country). - A rationale for the mode of entry (export, franchise, FDI, JV, etc.) and size of entry (small scale vs. large scale) - A detailed overview of the marketing mix that will be used in the country, with particular emphasis on the issue of standardization versus customization.
(ii)an overview of the strategy used by the company in the assigned country, along with recommendations for the future. Joint venture is the safest strategy to entering Brazil on a small scale. Joint ventures are often the mode of entrance for many businesses entering new market territory. It creates a simplistic exit if the operation and sales prove unprofitable which would be suitable for any large
company testing the market and profitability in a new country. Other than the fastest available exit strategy, the joint venture allows the most adaptability to the country, culture, and market. Joint venture allows the sharing of risk and the expense standardized versus customized marketing mix By way of joint venture, Under Armour should collaborate with local popular sporting goods stores to house their product, advertising the arrival date. Exclusivity of product and demand must coincide. Limit the collaboration to a maximum of three years. Launch limited edition attire to Brazil to draw in consumers with the allure of exclusivity. The original launch should take place in the capital of Brazil, Brasília, a place of great foot traffic and ability to comprise the greatest diversity of consumers. Social Media advertisements, billboards, and radio announcements will also contribute to the advancement of the of the Under Armour brand as well. After the initial launch of the brand has lasted for a reasonable amount of time, profitability
can be examined and an FDI can be attempted once the market is seen to be yielding to the Under Armour brand.
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