Challenge launched to Foreign Trade students with the aim of expanding Shuffle's business

Shuffle, based in Pelotas, launched the Internationalization of Products from its shoe, sneaker, flip-flop, and bag collection challenge this semester to students in the Foreign Trade program at Feevale University. The 16 students in the Applied Practice: Business Case course will have to develop solutions for a real internationalization proposal, under the guidance of Professor José Antônio Ribeiro de Moura and course coordinator Cristiane Froehlich. The contact with Shuffle was facilitated by the Commercial, Industrial, and Services Association of Novo Hamburgo, Campo Bom, Estancia Velha, and Dois Irmãos (ACI-NH/CB/EV/DI).

The company intends to expand its business into potential markets for its products, with the goal of making its first sale. After the challenge was presented, the students formed groups and began studying to gain prior knowledge of the company, including its market, target audience, competition, and marketing strategies, among other aspects.

According to Cristiane, the activity will provide students with a unique opportunity to practice the course content. "It is a realistic proposal that aims to find ways to make the business viable in the international market and assess the company's ability to compete in this new market, including the local economic landscape, potential competitors, legislation, sales methods, and pricing," she explains.

The students will also be required to research official foreign trade agencies regarding the product's acceptance in the target market, the best entry route, and explore the culture and customs of the countries' populations. At the end of the semester, after reviewing the operational logistics arrangements and documentation required for the negotiation, they will present to the company, through a hackathon, suggestions for potential countries for marketing the products and the achievable benefits.