Natura Pura is a company that was established in 1999 in Portugal. Natura Pura produces and sells textile products (home textiles and clothing) made of natural fibers. In the beginning, the first strategic goal established was to develop in the foreign market, which was a strategic vision of the Natura Pura brand. Natura Pura excludes from its production chemical elements and harmful substances like fertilizers, pesticides, dyes etc. They use only 100% natural raw materials, generally used in traditional textile production. They want their products to be liked by everyone, because their customers are babies and mothers. Natura Pura believes in two main values: Respect for Mankind and ZERO usage of pesticides and herbicides. Around 25% of pesticides worldwide are used in the cultivation of conventional cotton. A Natura Pura product on an average consumes: 60% of water and 30% of energy consumption. Its respect for the Environment is shown through its products. Cotton of Natura Pura is 100% organic/ biological and free from chemicals. It is also dermatologically tested to show that it is 100% healthy.
[...] The Sweden market is very open minded and really carrying about sustainable development. They feel really concerned about the Earth Issues. Thus they've got the biggest European budget for children education. Our brand targets the upper middle class. At the moment, Sweden is the perfect niche for Natura Pura. The target is very receptive and there is a many families which can afford Natura Pura for their child. Strategy -Promotion: In order to be well-known in Sweden, we will make direct advertising in the street with flyers (in recyclable paper). [...]
[...] ECONOMIC FEASIBILITY As we can see in our budget of expected profit and loss, we are going to have loss until July, where the profit will start. In a certain way this data will make us to refuse the business but we know that after the crisis the economy will restructure, and we really want to expand our company in Sweden. Besides, until July we only have benefit so we will expect that next year we only will have benefits. [...]
[...] We only uses organic cotton in three natural colours(Ecru, brown and green).The cotton is also without bleaching or dyein. We buy the material raws for two different companies, one from Spain and other from China. Quality control Our products have a European Eco-Label certification by an independent public entity. Only products that fulfill strict environmental impact criteria, has this certificate. European Ecological certification allows the consumers to easily identify ecological products officially approved in all the European Union, Norway, Liechtenstein and Iceland. [...]
[...] It should create a network. We would like to have an image of a classy shop where people feel comfortable. They should have the impression to be in a cocoon. On this way they will have the same impression while wearing our clothes. We do not want to have the image of an expensive shop reserved to a little part of the population. Of course we are quite expensive but some products such as pyjamas for babies are not so expensive. [...]
[...] Substitute products are not totally ecological. It means threat of substitute products is low. Competitive rivalry within an industry There aren't a lot of competitors in Sweden but we have a few strong ones like H&M. Competitive rivalry within an industry is overall Cost of sales 10 euros per products Total cost of sales Gross profit - 17.700 - 15.700 - 12.700 - 9.400 - 6.700 - 3.400 7.900 Expenses Total expenses Net profit Expenses ene- feb- mar- abr- may- jun- jul- ago- sep- oct- nov- dic- entire year % Sales from our products Total revenues Revenue (sales) In 2010, first year begin Natura Pura expected profit and loss VI. [...]
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