Crown is the major velvet Brazilian manufacturer, the company is looking to expand their international markets. Crown counts with an export capacity of 30,000 meters / months. The company is already exporting to same Asian countries and starting with some Europeans and wants to enter to major and much complicated markets such as the US. With its export department full hands serving the current clients, the company did not have the time and sources to put a dedicated effort to this initiative.
The US Market Entry Strategy
The IEM program started at the beginning of 2005. Intrix team in Brazil in coordination with Intrix USA started with the strategy in the US market. The following steps were followed:
Preparation of company’s presentation
Advice in prices definition
Listing of prospective leads
Systematic approach to prospective leads
Shipment of samples
Advice on logistic terms
The Results
At the end of the second month of the program, Crown founded three leads and started the negotiation process with one of them. The company expects to start shipments at Spring of 2005.
Commentary
Intrix team has been working closely with Crown’s commercial department. The project in the US is ongoing and Crown expects sign a contract and start negotiation with other two leads in the short term. Crown is pleased with the results at this point. The company’s president realized that without the IEM program in place they could not afford the dedicated efforts to achieve results in such a short time.
