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Felipe Martins
Gabriela Gomes Pelizari
Mira Idri
Zoulhehat Mradabi
William Massao Fujiwara
Sustainable business model comparison
Natura, Sinctronics and Tamarana
Natura
Value Proposition:
Build a better world by helping its customers to develop a better perspective about themselves, communities, and nature as a whole through the intimacy that cosmetics allow them to have with their own bodies.
Value delivery:
Deliver premium, innovative and sustainable products through a well-trained direct sales force supported by a strong brand associated with aspirational values (such as "well-being/being-well").
Value capture:
Margin of sales made to sales presentatives.
Natura
Success factors:
Flexible and timely deliver of products to sales representatives;
Direct sales model allowing for growth at low-risk, low-cost and with resistance to economically challenging scenarios;
Cultural importance of self-imaging in Brazil.
Barriers:
Negative attributes associated with a stereotyped view of 
"brazilianity" (barrier to internationalization)
Value Proposition: 
Delivery of technology to convert what would be discarded into raw material for new products, providing solutions to the problems caused by inadequate treatments in electronic waste - thereby contributing the development of a closed loop supply chain
Value delivery:
Sinctronics brings together several stages of the process of circular economy and reverse logistics by producing recycled raw plastic and plastic components. They also operate as collector and disassembler of recyclable material.
Value capture:
Sales of recycled plastic + unrecycled metal and other recyclable materials to other recyclers
Reverse logistic services (material transportation)
Education and consulting services
Sinctronics
Success factors:
Governmental regulation requiring car battery providers to recycle as many batteries as they sold.
High cost of primary lead.
Efficient recycling process.
Sinctronics
Barriers:
Network Effect advantages (they have developed relationships with industry and retailers)
Technical expertise
Tamarana
Value Proposition:
Provide batteries and its components for automotive vehicles and other industries in a competitive and sustainable way, by means of a closed-loop economy.
Value delivery:
Recycling the plastic and lead of lead acid batteries used by cars with close to 100% efficacy, due to in-house technology. The recycled lead is sold at prices lower than primary and imported lead.
Value capture:
Sale of recycled lead and plastic.
Tamarana
Success factors:
Governmental regulation requiring car battery providers to recycle as many batteries as they sold.
High cost of primary lead.
Efficient recycling process.
Barriers:
Network Effect advantages (they have developed relationships with industry and retailers)
Technical expertise
Which are the factors tht facilitate the closure of supply chain in the case of Sinctronics?
Legal obligations for electronic manufacturers
Proximity between production and consumer markets
Partnerships with key suppliers/clients (e.g. HP and IBM)
High skilled workforce and technological platforms
2. Which are the factors that inhibit the closure of the supply chain in the case of Sinctronicss?
Q2 - Sinctronics X Tamarana Case
Mannual processes (scalability depends on huge amounts of capital)
Dependance on Supply: is not diversified (portfolio management risks)
Broad range of activities restricts company’s scalability
3. Would you say that these factors are the same as observed n the case of Tamarana? What else do you see in this particular case?
Both businesses are leveraged by a State law regarding reverse logistic policies and developed an ecosystem in which they have a established advantageous position.
However, differently from Tamarana, Sinctronics’ demand is focused in only one sector (electronic consumer goods), while in the formers’ case the clients are more diversified (from automotive battery to ammunition and sinker fishing).
 
Q2 - Sinctronics X Tamarana Case