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    Study Case - Havaianas

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    Isabela Mattos
    Havaianas was created in 1962 in Brazil and was inspired by traditional Japanese sandals. It started by traveling salesmen promoting the product across Brazil. By 1964, most Brazilian workers owned a pair. The company is headquartered in São Paulo and manufactures in Campina Grande. While it only produces in Brazil, it exports widely. Havaianas dominates the Brazilian market for flip-flops and similar footwear but faces competition from Ipanema domestically and Crocs internationally. It has over 11,000 employees and 200,000 points of sale worldwide.

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    Study Case - Havaianas

    Uploaded by

    Isabela Mattos
    103 views15 pages
    Havaianas was created in 1962 in Brazil and was inspired by traditional Japanese sandals. It started by traveling salesmen promoting the product across Brazil. By 1964, most Brazilian workers owned a pair. The company is headquartered in São Paulo and manufactures in Campina Grande. While it only produces in Brazil, it exports widely. Havaianas dominates the Brazilian market for flip-flops and similar footwear but faces competition from Ipanema domestically and Crocs internationally. It has over 11,000 employees and 200,000 points of sale worldwide.

    Original Description:

    This is a presentation about the internationalization of Havaianas, the brazilian famous brand.

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    Havaianas was created in 1962 in Brazil and was inspired by traditional Japanese sandals. It started by traveling salesmen promoting the product across Brazil. By 1964, most Brazilian workers owned a pair. The company is headquartered in São Paulo and manufactures in Campina Grande. While it only produces in Brazil, it exports widely. Havaianas dominates the Brazilian market for flip-flops and similar footwear but faces competition from Ipanema domestically and Crocs internationally. It has over 11,000 employees and 200,000 points of sale worldwide.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    103 views15 pages

    Study Case - Havaianas

    Uploaded by

    Isabela Mattos
    Havaianas was created in 1962 in Brazil and was inspired by traditional Japanese sandals. It started by traveling salesmen promoting the product across Brazil. By 1964, most Brazilian workers owned a pair. The company is headquartered in São Paulo and manufactures in Campina Grande. While it only produces in Brazil, it exports widely. Havaianas dominates the Brazilian market for flip-flops and similar footwear but faces competition from Ipanema domestically and Crocs internationally. It has over 11,000 employees and 200,000 points of sale worldwide.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    STUDY CASE

    PHASE 1: THE COMPANY

    SUBJECT: GLOBAL MARKETS AND NEGOTIATION

    PROFESSOR: CLAUDIA BEATRIZ BATSCHAUER

    ACADEMICS: ISABELA MATTOS, IUNIO VALERIO NOVIELLO, LUIGI COLARUSSO, MONIQUE COLOMBO
    HAVAIANAS – ALPAGARTAS S.A

     It was created in 1962.


     To create Havaianas, the inspiration came from the traditional Japanese sandal,
    called “Zori”, with fabric stripes and rice soles.
     The name “Havaianas” it’s from Hawaii, because in the 60’s it was considered a
    dream place.
     In the beginning, traveling salesmen took the product to lots of city's in Brazil
    driving a Kombi (van).
     Already in 1964 almost every worker in Brazil had one pair of Havaianas.

    Source: https://www.havaianas.com.br/a-historia
    HAVAIANAS – ALPAGARTAS S.A

     The headquarters of Havaianas is in the city of São Paulo and their industrial
    park it’s in Campina Grande (Paraíba).
     In 2013, the company had more than 18,000 employees.
     They only produce in Brazil, but they export a lot.
     In 1997, a foreign trade department was created, in order to increase
    exporting.
     Franchising.

    Source: https://www.havaianas.com.br/a-historia
    INDUSTRY

     It’s a manufacture producer.

     Currently, they produce flip-flops, sneakers, shoes, alpagratas, handbags and


    accessories.

    Source: https://www.havaianas.com.br/a-historia
    INDUSTRY

    What’s the industry rivalry in Brazil and internationally? 


     Ipanema is a strong competitor in Brazil and Crocs internationally.
    INDUSTRY

     Is a company that dominates the market in this segment, but it is not an


    oligopoly.

     The industry is not dominated by national or multinational companies in Brazil.

     When foreign companies started coming to Brazil in this industry? Crocs


    started coming to Brazil in 2007

    Source: https://www.havaianas.com.br/a-historia
    COMPANY CHARACTERIZATION

     The founder of Havaianas brand is the company Alpargatas.

     Havaianas is not an open capital company, but the owner (Alpargatas) are.
     Tangible Assets:
    R&D laboratories: the 7% of sales is given to the institute IPÊ (Institute for Ecological
    Research), which develops project aimed at the conservation of the Atlantic forest, the
    Amazon and the Pantanal Employees: more than 11.000 Units abroad: more than
    200.000 around the world.

     Intangible assets:
    The investment in brand marketing, from 12% to 13% of revenues, has kept Havaianas
    on a growth path.

     Havaianas brand has a really large audience. At the start was perceived as a poor
    brand but soon after it became a famous footwear that also rich people want to buy
    it.
     https://youtu.be/RRfhmULoTn8

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