Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the issues and challenges in global expansion.
• Understand why the initial practices of global expansion failed in Dubai.
• Explore the ways in which how VLCC could able to expand globally.

Keywords

International Management, Strategy, VLCC, Global expansion, market entry, marketing, pricing, wellness sector, preventive health, salon, fitness, slimming, beauty.