International Retailing

PROJECT SYNOPSIS

For this project, I took British lingerie retailer Agent Provocateur and created a plan for them to introduce a store in Brazil. The business plan began with a intoduction to the retailer and analyis of the business. I reseacrched current trends in the lingerie market and the potential for growth in this industry. I identified why Brazil is the ideal choice for the next international Agent Provocateur store, detailing social, economical and legal factors that can implement the success of introducing a store to this country. The method of internationalision and marketing strategy is detailed to show how the brand will make the transatlantic transition. Lastly a withdrawal strategy has been produced, considering the unsuccessfulness of the store and a conclusion to the whole business plan.