Bia Brazil: Activewear Made in Brazil to the World

ABSTRACT This teaching case presents the company Bia Brazil, one of the leading Brazilian exporters of activewear, founded in 1994 by a former gymnast, Beatriz, with websites in Portuguese, English, and Spanish. In 1996, the first exports to Costa Rica took place. Over the years, the company has expanded its sales to over 40 countries. The company seeks the constant offer of new products that meet the requirements and demands of each country. Despite its international growth, the company’s presence in the Brazilian market remains small. There have been two failed attempts at physical stores, and although it continues with only online sales in the domestic market, the entrepreneur seeks a model to grow inside Brazil. We recommend the use of the case in courses related to internationalization, more specifically to International New Ventures and Born Globals. Some connections with other classes can be made and are recommended with the case analysis.

摘要：本教学案例围绕巴西头部运动服饰出口商之一的比亚巴西（Bia Brazil）展开。该公司由前体操运动员贝阿特丽斯（Beatriz）于1994年创立，官网支持葡萄牙语、英语及西班牙语。1996年，公司首次向哥斯达黎加出口产品；历经多年发展，其销售网络已拓展至40余个国家。公司始终坚持推出契合各国市场需求与消费诉求的新品。尽管已实现国际化扩张，但该公司在巴西本土市场的占比仍较低：曾两次尝试开设线下门店均以失败告终，目前仅依靠线上渠道开展国内销售，而创始人仍在探索助力巴西本土业务增长的有效模式。本案例推荐用于国际化相关课程，尤其适用于国际新创企业（International New Ventures）与天生全球化企业（Born Globals）主题的教学模块；同时也可结合其他课程主题开展案例分析与研讨。