Internatuional Marketing Brazil

The world is a much more global community within the modern day business environment, it is no longer bound by the borders on the host country but migrated to new off shore markets in foreign lands. The following essay will look at the macro environment of Brazil and try to analyse the key forces that will have an impact on the marketing of new wine label that we are trying to introduce into the Brazilian market. The essay will include a brief description of the country as well as a more in-depth analysis of the economic, political, cultural and legal aspects of Brazil to help identify the key issues which may occur whilst trying to enter the market.

Background on Brazil

Brazil was ruled by Portugal for 3 centuries prior to their independence in 1822, after which the military took power of the country until 1985, when pressure from the people of Brazil pressured the military handed over power to the civilians in a peaceful handover. Modern day Brazil is the largest Country in South America both population, and area wise. The population of Brazil has reached 205,716,890 as of July 2012 and these people are dispersed over 8,459,417 sq km, just larger than Australia. The Brazilian people are diverse how every the majority of people are white 53.7%, mulatto (mixed white and black) 38.5% or black 6.2% and use Portuguese as the most widely spoken language (CIA, 2012). Brazil is located approximately 13,000 east of Australia in the South America continent and is accessible by both aeroplane and boat, with the major shipping ports being located on the east coast around Rio de Janeiro.

Economic and Financial Environment

The economic climate in Brazil is currently very strong with an annual gross domestic profit (GDP) of $2.324 trillion US dollars, The GDP is described as “The value of a country's overall output of goods and services (typically during one fiscal year) at market prices, excluding net income from abroad” businessdictionary (2012). This makes it the 8th...