The Entry of KORRES into Brazil

Kia Louise Stokkebye

Student thesis: Master thesis

Abstract

Abstract: “The entry of KORRES into Brazil” - Expansion of a beauty brand into an emerging market. The thesis has the purpose of answering the following questions: Which country specific factors of Brazil and the beauty industry have led to - or affected the choice of KORRES to enter with an alliance? How can this decision affect the brand identity of KORRES? As it outset, the thesis has the notion of investigating which factors that have led to or affected the choice of the beauty company KORRES, to enter the Brazilian market with a strategic alliance. The thesis contains two analysis. The first analysis is concerned about country and industry factors that can have affected or led to the alliance. The second analysis investigates how the brand can be affected by the alliance. To answer the RQ most fulfilling, the thesis is divided into the following sections: 1. Characteristics of KORRES: Provides the reader with information and characteristics of KORRES. It looks into the history of the company, what they stand for and what their primary focus is on. This gives knowledge of the company, used when analysing their choice. 2. Characteristics of Brazil and the Beauty industry: Provides factors of the country and the beauty industry in Brazil. It is divided up into two parts, one part on the country factors and the other about the beauty industry. It answers the first part of the RQ “Which country specific factors of Brazil and the beauty industry have led to – or affected the choice of KORRES to enter with an alliance?”. 3. Alliance and Brand Identity: Focuses on answering the second part of the RQ “How can this decision affect the brand identity of KORRES”. It analyses the growth strategy chosen by KORRES in Europe, how the alliance can affect the brand, and how this can affect the new strategy in Brazil. 4. Conclusion: Concludes on all of the findings and provide the reader with an answer to the RQ.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2014
Number of pages118