Documentation:
The Internationalization Canvas
1. Internationalization goal 3. Resources
Why are we going international? What resources are available for your
internationalization?’
First of all, we want to increase our sales and Estiu has several resources available for
reach new customers. We consider this to be internationalization. With a budget of
essential for our business, since we focus on €500,000, the company can invest in market
a rather small niche with some premium research and branding. The six-member
prices, so that would definitely be our priority. executive team can dedicate 240 hours per
Being in more than 1 market would also build week to expansion efforts. Governmental
our resilience and non-dependence of a sole assistance, such as export promotion
country to do business. Moreover, expanding programs and trade agreements, can also be
to newer markets could bring us closer to new leveraged. Additionally, existing partnerships
suppliers and partnerships, refining the within the fashion industry can aid in market
production process and accesing new penetration. By strategically allocating these
technologies. Finally, expanding to a new resources, Estiu aims to establish a strong
market would increase the brand awareness presence in Mediterranean countries and
across new countries and improve the brand beyond.
reputation, which in the end would enhance
the trust will have in us, and therefore drive
sales upwards.
2. Results (KPI’s) 4. Limitations
How will you measure your What factors restrict your
internationalization performance? internationalization?Limited Production
- Increase brand awareness of the brand by Capacity: Local manufacturers have limited
15% among french in the first 6 months. capacity, leading to supply shortages and
- Increase market penetration rate by 35% in production delays.
the following year in France. Cost of Production: Local manufacturing is
- Increase revenues of the brand by 20% in costly compared to outsourcing, impacting
the first year in France. price competitiveness.
- Achieve a ROI of 20% on a first marketing Seasonal Demand: Success is tied to
campaign in the next quarter in France. seasonal fluctuations in demand.
- Achieve a customer satisfaction score of Intense Competitiveness: Facing competition
70% in this first year. from established players, making it hard to
gain market share.
Brand Identity: Building reputation and trust
requires resources and consistent high-quality
products.
Brand Adaptation: Failure to adapt brand to
target markets' tastes can lead to poor
positioning.
Consumer Trends: Need to adapt to changing
preferences and cultural standards in different
regions.
Production Quality Control: Inconsistent
quality can damage brand reputation.
Cultural Barriers: Language and cultural
differences can impede collaboration.
Regulatory Compliance: Meeting international
regulations adds complexity to operations.
A. Selection Criteria
What are the criteria for selecting the target country?
For selecting the target criteria we must be aware of three factors: the economic situation, the tourism and the
sense of fashion. The economic situation of the country taking into account, the GDP per capita, the growth rate or
the purchasing power of the disposable income among others. The tourism allows you to be shown to people from
countries in where you do not have presence at the moment. Additionally, when you are on holidays, you are in that
mood of happiness in which you are more likely to expend money. The sense of fashion is in relation of how
important is in there fashion for people and if they are used to invest money on fashion items.
Designed by: uGlobally
Adapted from: APEX Brasil
Read Instructions
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6. Lean strategy 7. Stakeholders 9. Cost structure
Which one of the lean strategies is the What are the potential customers and What are the costs involved with the country
most appropriate for your company? partners in the new country? and strategy you chose?
The strategy of quality at the source offers Employees
several important benefits that can improve a Clients 1. Market Research and Branding: €500,000
company's competitiveness, operational Suppliers 2. Staff: €1,497,600
efficiency, and customer satisfaction. Investors 3. Marketing: €500,000 (assuming full
Additionally, having a premium brand we put utilization) This is a post it! Copy and
Retailers
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the enphasis on building brand awareness Government 4. Office Space: €36,000
and offering quality items. Some of the Communities and Society 5. Translation: €1,000
fundamental reasons are: 6. Integration of New Tools: €50,000
-Increased Customer Satisfaction 7. Other Potential Costs: €90,000
-Improved efficiency
-Cost reduction Total cost for internationalization to France
- Enhanced competitiviness is approximately €2,674,600.
- Reduced defects -Risk
reduction -
Improved supplier performance
-Lower inspection cost
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8. Value preposition 10. Localization
What is the value you are going to offer to What changes do we need to do in our offer?
this new country? - Adjust our value proposition
- Craftsmanship and Quality: Estiu - Adaptation of physical point of sales
emphasizes meticulous craftsmanship and - Adaptation to France legislations
attention to detail, offering premium products - Tailor our message and products to French
that appeal to customers valuing quality and culture
durability. - Distribution companies and logistics
- Sustainability and Ethics: The brand - Product range expansion This is a post it! Copy and
prioritizes sustainable materials, ethical paste it to the canvas.
- Cultural adaptation
manufacturing processes, and fair labour - Collaboration
practices, targeting environmentally and - Customer service
socially conscious consumers globally. - Marketing and promotion
- Limited Edition Collections: Estiu will offer
limited edition or exclusive collections,
creating a sense of exclusivity and scarcity,
appealing to customers seeking unique and
special products.
- Cultural Heritage and Local Traditions:
Drawing inspiration from its Ibizan heritage,
Estiu delivers a compelling narrative reflecting
cultural influences, resonating with
international customers intrigued by the
brand's history and unique designs.
5. Target market
B. Which countries fit these criteria?
Practical activity: search for and identify which countries meet these criteria.
Noting the analize information we would choose France The country boasts a substantial population and a robust
economy. With a high GDP per capita and significant tourism (being the country which receives more visits of the
ones that we have analyzed), it stands as a promising market for textile industry. Despite encountering certain
economic challenges, the nation maintains relatively high levels of political and economic stability. While grappling
with a notable public debt burden, it compensates with a solid infrastructure conducive to trade and commerce.
Moreover, it presents a sense of fashion, people there are able to invest money on fashion items and they are worried
about the trends that are hapenning .
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