Understanding the success of a Japanese restaurant at Favela da Rocinha (Brazil)

This is a Portuguese version. This case aims at understanding how a local entrepreneur of a noble area of Rio de Janeiro attempted to open a Japanese restaurant, normally associated to a higher price, in one of the largest 'favelas' of Latin America (the 'Rocinha'). By uncovering the path followed, students will understand the opportunity recognition, as well as the different obstacles and the way they were circumvented by the company owner using an approach based on the marketing-mix program. Examples of the difficulties faced by the owner will be provided, which include the access to information, to suppliers and even the lack of habit of eating Japanese food. The case attempts to show how these difficulties were approached and provides some benchmarks that can be used in similar situations faced by entrepreneurs that dare to do business in unusual contexts.