Reference no: EM133039744
About Maria Farina
Maria Farina established her own women's shoe brand in 2015 in Brazil. The brand's signature converts style codes, such as the delicate heel of her pumps and sandals - her way of connecting shoes with embroidery, the subtle treatment given to noble materials, which vary from pelisse, passing through suede and metallic leather.
The brand stands out for its sophisticated crafts, from embroidery techniques, beadwork, crochet, Japanese beads, creative threads and natural fibre. Shoes made with technique and savoir-faire. The mid-heeled and flat sandals are a counterpoint to the collection, designed to participate in more everyday repertoires.
"If you look at the shoes, there is a refined embroidery work, but with a balance of compositions and the use of colors, patterns, and technical combination, they are like discreet jewels. We have an exclusive team of artisans, all of them trained here. It is part of our mission to give a new job and generate wealth to these women. It's an art with a function", says Maria, and this function is to make people dream.
The problem:
A recent market research, developed by the company, concluded that Maria Farina is perceived by potential buyers as a "high end fashion brand." The market research also concluded that the product design and prices are highly competitive. Based on the positive brand perception, its unique design and competitive prices, the company concluded that the best way to introduce it in the US and Canadian markets is through e-commerce market channels.
Your assignment:
Based on the content developed in this course, answer the following questions:
- What should be the core principle (or principles) of Maria Farina's logistics strategy in the process of introducing its products in the North American market? Why?