Case Code : CLBS116
Publication date : 2011
Subject : Business Strategy
Industry : -
Length : 05 Pages
Short Case Study Price: INR 100;
India-based slimming and beauty business company, Vandana Luthra Curls and Curves (VLCC), had an ambitious plan of expanding in the global market. VLCC learned from its first global expansion into the UAE in 2005. Based on that experience VLCC devised its strategies while expanding to other countries. VLCC exported its products to more than 45 countries. It opened new stores using the franchisee route as well as own stores or through joint ventures. In 2011, VLCC aggressively planned to strengthen its position in the existing foreign locations as well as add more destinations to its list. The company decided to invest US$15 million on its expansion plans in South Africa as well as to set up additional centers in India.
Questions for Discussion:
1. What are the factors to be considered while going global?
2. What are the challenges VLCC faced while expanding globally?
International Management, Strategy, VLCC, Global expansion, market entry, marketing, pricing, wellness sector, preventive health, salon, fitness, slimming, beauty.
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