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Case Analysis Assignment: Natura

Term 2, 2025

Jack Cadeaux

This is an individual assignment.

The assignment is worth 25%. It consists of a written analysis, which is due no later than

the start of the lecture session in week 4 (i.e., 11am Monday 23 June). The written

analysis should be limited to 1250 words (not including any tables or diagrams) and

conform to the “Writing Requirements” as shown below. The analysis consists of three

parts as outlined below. The assignment must be uploaded to the Moodle site using the

Turnitin Inbox by 11am AEST on Monday 23 June 2025. It is not acceptable to submit

by e-mail.

Assignment Structure (three (3) parts):

1. Statement and Discussion of Quantitative Performance Objectives

The focus of this analysis is the distribution channel strategy for Natura in Brazil

considering the situation described in the Natura A & B cases. The B case reports

Natura’s performance as of early 2019. Carefully state precise quantitative market share

objectives for Natura in Brazil for the Cosmetics, Fragrances and Toiletries (C, F, and T)

market for each of the three years: 2020, 2021, and 2022. In stating these objectives do

not use any knowledge or information you have about events that occurred after early

2019, including, but not limited to the impact of Covid, the plans or strategies that may or

may not have been implemented by Natura, its competitors or its distributors, and any

other contextual information not contained in the HBS case write-ups. That is, use only

evidence and information contained in the two case-write-ups: Natura A & B.

Explain your rationale for setting the market share objectives by using Natura’s historical

performance across a range of metrics along with your assessment of the impact of

relevant situational factors. Assess and discuss the overall risk that Natura may face in

achieving the objectives that you state.

2. Distribution Strategy/Channel Design Options

Develop and present two distinct options for a distribution strategy for Natura in the

Brazil Cosmetics, Fragrances, and Toiletries market. Each of your options should be a

complete strategy and include specific objectives and plans across all important

distribution components that Natura might use, including its traditional and its new

channels. These elements are outlined in the Week 2 lecture. These channels could

include levels for both physical and digital retail channels as well as door-to-door

channels. These options should be competing alternatives in that both have a reasonable

chance of achieving your stated objectives. They should also be feasible in that Natura

has the resources to implement them.

? 2025 Jack Cadeaux

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3.

Recommendation and Justification

Recommend one of the two channel strategy options that you have just presented. Do not

recommend a new or combined plan that you have not presented. Justify your

recommendation by stating how you believe its advantages outweigh its disadvantages.

Develop a coherent and logical argument. Be sure to note trade-offs, sacrifices, or

limitations to your recommendation.

Writing Requirements

Limit the written analysis to 1250 words (not including tables, figures, or appendices).

Use complete sentences and paragraphs. As you know, only complete sentences can

express complete thoughts. Write in an appropriate professional style. Thus, avoid the use

of imperative statements, rhetorical questions, direct address, or passive voice. Correct

all grammatical and spelling errors. Profuse errors in grammar, syntax, and

spelling will potentially yield a failing mark. You will not get a second chance to

revise and resubmit. Your submission must be a final proofread copy. All passing

papers must meet minimal writing standards. Writing need not be elegant or attempt to be

sophisticated. It can be simple. It must be clear and correct. Please double space in

twelve-point times-roman font throughout with adequate (2.5 cm) margins. Place

computations, pro forma statements, tables, and diagrams in an appendix and refer to

these in the body of the text. Use appropriate (e.g., Journal of Marketing) reference style.

Keep a copy of all work submitted and retain your marked assignment. Submit a soft

copy of the assignment via Moodle as indicated above.

No strategic analysis is perfect. Managerial decision making is prone to several rhetorical

and logical traps and deceptions. Some may be intentional, others not. Nevertheless, try

to avoid the following pitfalls and writing errors:

lack of specificity in objectives

actions or plans masquerading as objectives

redundancy within or between sections

unfocused situation analysis

undiagnostic situation analysis

irrelevant commentary

incomplete plans

unbalanced evaluations

noncomparable alternatives

statement of opinions lacking argument or evidence

logical inconsistency

research plans/requests for information

hybrid recommendations

“all positive” recommendations

superfluous, appended, or unevaluated recommendations

plans not meeting minimal standards

misuse of business and marketing concepts

? 2025 Jack Cadeaux

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Late Submission

Information about late submission of assignments, including penalties is available on the

course outlines and/or our Moodle site.

Assessment Criteria for Natura Case Analysis Assignment

? Completeness and reasonableness of your discussion of stated market share

objectives.

Reasonableness, completeness, feasibility, and distinctiveness of your two

channel strategies.

Use and usefulness of your performance objectives discussion and risk assessment

in developing your channel options and in making and justifying your

recommendation.

Balanced logic of recommendation justification.

Clarity of written expression and correctness of grammar and syntax.

Organisation and logic of document