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Case
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Reference no. IMD-5-0748
Subject category: Marketing
Authors: Dominique Turpin; Tania Naomi Konishi
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 17.03.2009
Length: 19 pages
Data source: Field research
Topics: Brazil; Global brands; Marketing
Share a link: https://casecent.re/p/89314
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Abstract

In January 2008, Marcio Luiz Simoes Utsch, President and CEO of Sao Paulo Alpargatas SA, and his management team are looking at how to turn Havaianas, a leading brand in rubber flip flops, into a major global brand. Learning objectives: the case looks at how a Brazilian footwear company is trying to build a global brand in a highly competitive industry.
Location:
Brazil, worldwide
Industry:
Shoes, footwear
Size:
2007 revenues approx, USD800 million
Other setting(s):
2008
Teaching note
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Reference no. IMD-5-0748-T
Subject category: Marketing
Authors: Dominique Turpin; Philippe Margery
Published by: International Institute for Management Development (IMD)
Originally published in: 2011
Version: 02.09.2011
Length: 8 pages
Data source: Field research
View full details
Supporting video
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Reference no. IMD-5-0748-V
Subject category: Marketing
Authors: Dominique Turpin; Tania Naomi Konishi
Published by: International Institute for Management Development (IMD)
Published in: 2009
Length: 11 minutes
Data source: Field research
Topics: Brazil; Global brands; Marketing
Notes: File size 7755MB. Click for more information.
View full details

About

Abstract

In January 2008, Marcio Luiz Simoes Utsch, President and CEO of Sao Paulo Alpargatas SA, and his management team are looking at how to turn Havaianas, a leading brand in rubber flip flops, into a major global brand. Learning objectives: the case looks at how a Brazilian footwear company is trying to build a global brand in a highly competitive industry.

Settings

Location:
Brazil, worldwide
Industry:
Shoes, footwear
Size:
2007 revenues approx, USD800 million
Other setting(s):
2008

Related

Teaching note
-
Reference no. IMD-5-0748-T
Subject category: Marketing
Authors: Dominique Turpin; Philippe Margery
Published by: International Institute for Management Development (IMD)
Originally published in: 2011
Version: 02.09.2011
Length: 8 pages
Data source: Field research
View full details
Supporting video
-
Reference no. IMD-5-0748-V
Subject category: Marketing
Authors: Dominique Turpin; Tania Naomi Konishi
Published by: International Institute for Management Development (IMD)
Published in: 2009
Length: 11 minutes
Data source: Field research
Topics: Brazil; Global brands; Marketing
Notes: File size 7755MB. Click for more information.
View full details