Ach Brito

: conquering France with confidence

Abstract

After weathering an instable phase for more than three decades, owing to a combination of internal limitations and exogenous variables in the country’s scenario, Ach Brito was able to recover significantly as a result of uncommon adopted measures by the management team. Founded in 1918, the soaps and perfumes manufacturer had a successful path due to the solid recognition conquered over the years in Portugal, and maintaining a rich patrimony preserved until today. Its differentiated products portfolio, particularly the soaps, distinguished by the ingredients, astounding scents and detailed packages, was the source of Ach Brito’s success in a global basis. Nonetheless, the positioning of one of its brands, Confiança (acquired in 2008), was still far from being welcomed in one particular market: France. The dilemma Ach Brito faces, in 2013, is whether it should keep on investing in its positioning or if the best solution is to remove Confiança from the French market. Overall, this case is particularly interesting due to the high product differentiation and its risk averse internationalization strategy. It also shows that in spite of being considered distinctive in the Portuguese market that may not be enough to succeed in France, due to this market’s demanding conditions. The focus is thus given to possible solutions to address to this case. To analyze the positioning problem, its drawbacks and possible solutions, the Literature Review chapter offers theoretical support. Furthermore, the Teaching Note chapter will present an extensive analysis of the situation and recommendations regarding Confiança’s future.

Date of Award	2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)