Analysis of Brazil as an emerging market and introduction of Samuel Adams Beer

Abstract

[EN] The export market represents real expansion opportunities for a firm. By expanding into exports the firm will be able to increase sales, reduce risks, increase brand awareness, etc. A study of the country of Brazil is going to be done in order to analyze what product or service export and develop a marketing plan to introduce it in Brazil. Here are shown some of the major opportunities why the country chosen has been Brazil: Brazil has been experiencing exponential growth. Like China, Brazil has traditionally relied on its domestic economy, but thats all changing fast. Brazil is expected to grow to be the fifth-largest economy in just a few decades. Even during the worst of the global meltdown in the past two years, Brazil s domestic performance and output was still very solid. This goes to show that the country has plenty of room to expand its export market. Brazil s leaders see whats happening in China and in India to some degree, and they fully intend to stay on the cutting edge of international growth. Brazil offers emerging market opportunities. Right now, most of the products Brazil exports are raw materials. So the time is right for business owners to enter the country with an entrepreneurial spirit. Brazil and the U.S. announced an innovation-focused agenda that will deepen commercial relations on five core themes, including: innovation and green technology; trade facilitation and business development; intellectual property cooperation; standards and metrology; and services and smalland medium-size enterprises. Most of the opportunity is currently in the southeast, from Rio de Janeiro to Porto Alegre. But as the different local governments start to offer tax incentives and develop infrastructure, many other parts of the country will open up. Businesses need to have a solid footprint in Brazil and go through some of the challenges that companies have already gone through in China. Whether its the traffic and security problems, the varied tax laws, or the housing infrastructure, we must be prepared to face these challenges with a South American mindset where time is a more fluid concept than in the U.S.

[ES] El mercado de exportación representa oportunidades reales de expansión para una empresa. Expandiéndose mediante exportación la empresa será capaz de incrementar ventas, reducir riesgos, incrementar el reconocimiento de sus marcas, etc. He llevado a cabo un análisis de Brasil como mercado emergente, identificando las oportunidades actuales así como las amenazas existentes desde un punto de vista empresarial. Basándome en este análisis he preparado un plan de mercado para introducir un nuevo producto todavía no ofertado en dicho país. Tras haber realizado un profundo análisis de todas las potenciales oportunidades de mercado en Brasil, he decidido que la más viable sería introducir mediante exportación la cerveza de alta calidad Samuel Adams. Samuel Adams es elaborada por The Boston Beer Company, Inc. Es la cervecera artesanal más grande de Estados Unidos. El producto elegido es totalmente compatible con los comportamientos aceptados, normas, valores, etc. existentes en Brasil.