Submarino.Com: The Challenges of B2C E-Commerce in Latin America

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 BookNet with the concept of replicating the Amazon.com business model. Between November 1999 and September 2000, Submarino.com launched online stores in Brazil, Argentina, Mexico, Spain and Portugal.
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