Situation: Submarino.com is a leading e-retailer in Latin America that offers products in multiple categories; Books, Rare and Imported Books, CDs, MP3s, Video and DVD's, Toys and Games, Software and Computer Supplies, Cell Phones and Consumer Electronics (TVs, DVD Players, etc.). The company is headquartered in Brazil with virtual stores in Argentina, Mexico, Spain and Portugal. Submarino.com was launched in June 1999 by Antonio Bonchristiano. Bonchristiano obtained backing from GP Investments and acquired …showed first 75 words of 626 total…

…showed last 75 words of 626 total…community that he built added value to the company as well as customer. Crossing international boundaries brought additional challenges that impacted Bonchristiano's original vision of an international online store. Disparate language, cultural and regulatory factors prohibited company-wide standardization an increased operating costs. In focusing on a single country or group of countries that have similar language, cultural and regulatory factors, standards can be maintained, operating costs decreased and the aggressive sales and profit targets achieved.