Does it make sense to choose a hyper-competitive market for initial international expansion?

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We are preparing a case study on the Brazilian cosmetics company Natura Brasil.

Natura decided to enter France as one of its first international investments. Although France is a very large market for beauty products, it is also hyper-competitive, with large players such as L’Oréal or LVMH dominating sales.

Do you have experience in your research or teaching with either:
– the cosmetics industry, or
– examples of international first moves into challenging markets?

If so, we would be interested in talking.

Thanks,
Pierre Xavier Meschi and Philippe Chereau
SKEMA Business School
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Posted by Anonymous (Questions: 4, Answers: 3)
Asked on April 26, 2017 12:16 pm
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