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Global Business Assignment - “CHEERS”

Added on - 08 Dec 2020

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Global Business
EXECUTIVE SUMMARYThis reportsummarises process and strategies that are followed for introducing a businessglobally. Expanding a business all over the world provides more opportunities to business to earnmore and capture more markets. A marketing strategy that provides detailed informationregarding legal system, economic condition and political conditions in Indian and Brazil needs tobe conducted. Before making expansion decision a critical study needs to be performed that mayprovide basis for decision making of expansion in India and Brazil by CHEERS company. Aperfect pricing, distribution and product standardisation strategy are used by company in order tomake their product more marketable. Consumers of a product are available all over the world andto satisfy their needs beyond geographical area business needs to be expanded globally. Riskand opportunities available to business in both the countries needs to be identified to make rightdecision. This analysis also helps to consider various factors that affects business negatively andcorrective actions can be taken to make business sustainable. This study helps to understandbusiness environment of host countries and business can be expanded easily by understandingthese factors. Staff selection process needs to be followed that helps them to employ efficientemployees. To retain these employees different training programs may be introduced that helpsthem to improve their skills. It is recommanded for company to use joint venture for marketentry by introducing a range of products in Indian market.
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2INTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Analysis of risk and opportunities of business in different countries..........................................1Market entry strategies:................................................................................................................6Marketing strategies.....................................................................................................................7Human resource strategy..............................................................................................................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONBusiness that is performed beyond geographical boundaries of a country or across allover the world, is termed as global business. Long distance trade that is done beyond theboundaries of country has shown a tremendous growth for last few decades. In this projectreport, 5 business graduates started a business of craft beers in Australia. Their company isnamed as “CHEERS” on the gold coast and brew 3 varieties of craft beer. As business isexperiencing growth, company wants to expand its business globally in countries like India andBrazil. A market strategy will be identified to evaluate business environment and also to selecttarget market (Ferraro and Briody, 2013). This strategy will also help in product standardisation,pricing and distribution. Resource strategy will also be discussed in this project that will focus onstaffing and training of human resource.MAIN BODYAnalysis of risk and opportunities of business in different countriesWhen business expands at global level then it brings various risk and opportunities to acompany. Risk is the process of identifying, assessing and controlling threats of an organization'scapacity to achieve objective. It involves future uncertainties about deviation from expectedearnings or set standards. Opportunities are the situation which increases possibilities of successin business by achieving its targeted goals. 'Cheers' is expanding its business globally and for thiscountries like India and Brazil are considered as favourable options. Both the countries possesvarious risk and opportunities that needs to be evaluated before making expansion decision(Kose, Otrok and Prasad, 2012). Risk that is associated withIndianmarket is as follows-Cultural and legal aspects -Cultural risk refers to the value and behaviour present in anorganization that shapes risk decisions of management and employees. CHEERS have to facesome cultural riskif they enter into India :-Diversity of culture- India is known for its unmatched diversity and contrastingcharacter that leads to encounter some cultural surprises. Introduction of craft beer by CHEERScompany may face risk by this diversity. As beers are highly demanded in some areas in Indiabut on the other hand it is considered as bad habit and opposed by persons.In Indian culturewhen it comes to decision making regarding trade then it is highly influenced by personalrelationships that existed between two business or consumer and businesses.1
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