Is it worth for Natura to carry out an expansion strategy in a country like Colombia?
Can't see any media?
The document(s) for this resource are unavailable or have restricted access. You can log in if you have a user account.
- Title
- Is it worth for Natura to carry out an expansion strategy in a country like Colombia?
- Creator
- Claudia Durany
- Supervisor
- Peter Thomas.
- Date
- 2016
- Abstract
- This dissertation investigates the viability of a business expansion to the Colombian market by the Spanish retail company, Natura. It seeks to find data in support of Colombia being the optimal opportunity for further growth for Natura in Latin America. High expectations are placed upon the country, which now exhibits great potential in light of the Peace Colombia initiative. A deep analysis will answer the research question of whether it is worth it for Natura to carry out an expansion strategy in a country such as Colombia, and a critical rationale on how the business should develop its strategy. The analysis uses a combination of primary and secondary data consisting of managerial and financial quantitative, in addition to qualitative data gathered from 76 surveyed respondents and five interviews with industry professionals, which added realistic value to the research. Secondary data shaped the research and directly supported the financial objectives. From the financial perspective, the researcher took into consideration Naturas franchise expansion in Mexico DF in 2014, as a similar and comparable scenario with which to evaluate Naturas ability to undertake such an investment. The research suggested that Natura should take advantage of the socio-economic situation in Colombia today and penetrate the market. Nevertheless, there are four main recommendations that need to be applied for the company to succeed in the project, namely, to enter the Colombian market together with a partner or franchisee, use the appropriate franchising model involving strict and planned control, to further a fast expansion to neighbouring cities and lastly, to penetrate the market with strong advertising campaigns.
- Subject
- Management
- Extent
- 65 pages : illustrations
- Format
- Publisher
- Regent's University London
- degree
- BAGM Management
- Language
- English
- Date Issued
- 2016
- Type
- Report
- Rights Holder
- Regent's University London & Claudia Durany
- Item sets
- Theses or Dissertation