ssignment: Chapter $04$: Managing in a Global Environment

Suppose you are a manager for a multinational company that produces a variety of beauty products. Heartland Company was founded in $1942$ and began making shampoo and soap products. Heartland, headquartered in St$.$ Louis, Missouri, now sells hair care, soap, and makeup products in $22$ countries across the globe. Heartland holds the majority market share in the U$.$S$.$ and is largely regarded as a trend$-$leader in hair and beauty products. As the Global Brand Vice President, you have been tasked with taking the brand to Brazil, considered to be a large cosmetics market in the next few years. The Brazilian cosmetics and hair care market is largely dominated by Belleza who currently holds a $60\%$ market share. Belleza is marketed toward young, fashion$-$forward women. The second largest company, Bot$$nico$,$ holds just a $20\%$ share of the market. Your research suggests that while Bot$$nico has efficient manufacturing and distribution, young consumers see them as being a brand for their mothers and grandmothers.

Given the information above, what is the best market entry strategy for this company?

$$ Exporting

Partnership

$$ Outsourcing