Análise do processo de internacionalização
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Arquivos
Data
2013
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Humanas
Modalidade de acesso
Acesso aberto
Editora
Autores
Gomez, Tais
Orientador
Roecker, Rejane
Coorientador
Resumo
Os aproximados 7 (sete) mil quilômetros de litoral brasileiro aliado a uma cultura tropical, propicia ao país o constante surgimento de novas empresas especializadas na produção e comercialização de moda praia. Neste sentido, expõe-se a empresa Coral Biquínis, que surgiu a mais de 10 anos em uma pequena praia do litoral sul de Santa Catarina. Como resultado de levar a marca a um patamar onde os biquínis haviam se tornado ícone de bom gosto, qualidade e destaque regional, a empresa iniciou sua atuação no mercado externo. Dentro deste contexto, o objetivo principal deste trabalho foi realizar uma análise do processo de internacionalização da empresa, chegando à verificação de que a mesma, inicialmente não pretendia expandir suas atividades para o comércio exterior pois considerava a produção limitada apenas para atender o seu mercado doméstico. Com o intuito de responder a demanda que surgia de países como a Itália, Austrália, Espanha, Hawaii e outros, a empresa foi adaptando e expandindo sua produção alcançando assim a sua internacionalização, ainda que tímida e sem planejamento. Conclui-se que mesmo não tendo contado com estruturação, planejamento e estudo de mercados consumidores, a empresa está a cada ano mais consolidada no segmento em que atua
The approximate 7000 km of Brazilian coast combined with a tropical culture, provides to the country the constant emergence of new companies specialized in the production and commercialization of beachwear. In this case, quotes the company Coral Biquínis, which emerged more than 10 years in a small beach on the south coast of Santa Catarina. As a result of its success in the domestic market after taking the brand to a level where the bikinis had become an icon of style, quality and regional prominence, the company started its operations in foreign markets. Therefore, the main objective of this work was to analyze the internationalization process of the company, reaching the conclusion that it originally did not intend to expand its activities to foreign trade because it still had a limited production just to attend its domestic market. Thus , in order to meet the rising demand from countries like Italy, Australia, Spain, Hawaii and others, the company has been adapting and expanding its production thus achieving its internationalization , though timid and without planning . The conclusion is that , despite not having structuring , planning and study of consumer markets , the company is every year more consolidated in the segment in which it operates
The approximate 7000 km of Brazilian coast combined with a tropical culture, provides to the country the constant emergence of new companies specialized in the production and commercialization of beachwear. In this case, quotes the company Coral Biquínis, which emerged more than 10 years in a small beach on the south coast of Santa Catarina. As a result of its success in the domestic market after taking the brand to a level where the bikinis had become an icon of style, quality and regional prominence, the company started its operations in foreign markets. Therefore, the main objective of this work was to analyze the internationalization process of the company, reaching the conclusion that it originally did not intend to expand its activities to foreign trade because it still had a limited production just to attend its domestic market. Thus , in order to meet the rising demand from countries like Italy, Australia, Spain, Hawaii and others, the company has been adapting and expanding its production thus achieving its internationalization , though timid and without planning . The conclusion is that , despite not having structuring , planning and study of consumer markets , the company is every year more consolidated in the segment in which it operates
Palavras-chave
Exportação - Brasil, Empresas - Exportação - Brasil, Trajes de banho - Exportação - Brasil