Internacionalização de marcas de luxo para o mercado chinês

Abstract

With the goal of maintaining the internationalization process of their brands and having in their portfolio a luxury brand, it was proposed by the Menina Design Group, Lda. the following investigation line: “Luxury brand internationalization to the Chinese market”. The main goal is to obtain answers to these questions: “Is Boca do Lobo a luxury brand?” and “Which are the internationalization guidelines to enter the Chinese market?”. The method used in this dissertation is the action research, being added an actualized literature review. The results of the study show that there are clear differences between the typical luxury brands and Boca do Lobo. These differences are related to their products and the way brands are managed. On the other hand, the Chinese luxury market is expanding, where the presence of a company targeting global success is mandatory. For Boca do Lobo, a part of a Small Medium enterprise, the appropriated way to enter continental China is through indirect export, where the company has to find a powerful local distributor. This Chinese operator needs to develop the business and to create a recognizable image in the main Chinese markets that are Beijing and Shanghai. This relation between the Chinese enterprise and Boca do Lobo will provide the later one a deeper knowledge about the Chinese consumers, adapting the products to the people’s values and beliefs and a better interaction with Chinese designers. As it was previously mentioned, Boca do Lobo does not possess the same characteristics of a typical luxury brand. So the company must define their position in the market in order to guarantee a solid entry in the Chinese market.

Date of Award	3 Sept 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)