BU2113 - International Trade Research and Analysis

Midterm Assignment - 20 points

Instructions:

Read carefully and answer the following questions based on the course's covered content. Since each question describes a particular real case scenario, you should provide the most relevant and consistent explanation for each question (no more than 600 words in length for each question)

According to the College's evaluation policies and rules, all academic practices that are considered dishonest such as cheating, using or attempting use of another student's answers, making answers available to other students, will be graded as zero and reported to the Academic Department

Case Analysis: Maria Farina, the "Sandals that are Jewelry for the Feet"

About Maria Farina

Maria Farina established her own women's shoe brand in 2015 in Brazil. The brand's signature converts style codes, such as the delicate heel of her pumps and sandals - her way of connecting shoes with embroidery, the subtle treatment given to noble materials, which vary from pelisse, passing through suede and metallic leather.

The brand stands out for its sophisticated crafts, from embroidery techniques, beadwork, crochet, Japanese beads, creative threads and natural fibre. Shoes made with technique and savoir-faire. The mid-heeled and flat sandals are a counterpoint to the collection, designed to participate in more everyday repertoires.

"If you look at the shoes, there is a refined embroidery work, but with a balance of compositions and the use of colors, patterns, and technical combination, they are like discreet jewels. We have an exclusive team of artisans, all of them trained here. It is part of our mission to give a new job and generate wealth to these women. It's an art with a function", says Maria, and this function is to make people dream.

The problem:

A recent exploratory market research in North America, developed by the company, concluded that Maria Farina is perceived by potential buyers as a "high end fashion brand." The market research also concluded that the product design and prices are highly competitive. Based on the positive brand perception, its unique design and competitive prices, the company wants to introduce its products in the US and the Canadian market.

Your assignment:

Based on the content developed in this course, answer the following questions:

1. Using the CAGE analysis tool, explain the factors that represent bothbarriers and opportunities to enter the North American market
2. Explain how the "international market due diligence" should be performed for analyzing the North American market
3. Does Maria Farina need more specific international market research? If so, what should be the role of market research?
4. What type of quantitative data will Maria Farina need to analyze the North American market? Use examples to support your argument