Abstract
We are a company specializing in leather goods production such as handbags, wallets and belts. Our headquarters is located in Brazil but we would like to go international by introducing our brand in Europe. At this time, our company manufactures its products in Brazil. Workforce on site is advantageous, and we supply mainly with local raw materials. Thus, if we go international, we wouldn't want choose to implement a manufacturing subsidiary as the first stage. However, as this decision will be the first step of internationalization in Europe, our commitment should be high in the chosen country. That's why we decided to establish a sales subsidiary which will allow us to better control our brand image in Europe. The four European markets considered are France, Britain, Poland and Italy. If we want to survive in one of these marketplaces, we have to deepen the research, and compare the data available in each of these countries to reduce the risk of making a wrong decision.
