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International Business Expansion of the Australian Craft Beer Company, CHEERS

   

Added on  2020-02-23

15 Pages3878 Words48 Views
Running head: GLOBAL BUSINESS MANAGEMENTGlobal Business ManagementName of the Student:Name of the University:Author’s Note:
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1GLOBAL BUSINESS MANAGEMENTExecutive SummaryThis report emphasizes on the international business expansion of the Australian crafts beercompany, CHEERS that has stalled since the end of 2015 after huge success in the Australianmarket. Due to market saturation, the company has decided to expand their businessinternationally either in Brazil or in India. The report evaluates the potential opportunities andrisks in both the countries thereby, selecting Brazil for expanding the business internationally.After selecting Brazil for establishing the crafts beer business, the report also evaluates thevarious market entry strategy for entering an international market and has justified for selectingfranchising strategy.
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2GLOBAL BUSINESS MANAGEMENTTable of ContentsIntroduction......................................................................................................................................3Analysis of risks and opportunities in India and Brazil Market......................................................3Opportunities in Brazilian Market...............................................................................................3Risks in Brazilian Market............................................................................................................5Opportunities in Indian Market...................................................................................................6Risks in Indian Market.................................................................................................................7Justifying the selecting Brazil..........................................................................................................8Discussing and justifying the proposed mode of entering Brazilian market...................................9Conclusion.....................................................................................................................................11References......................................................................................................................................12
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3GLOBAL BUSINESS MANAGEMENTIntroductionGlobal expansion for business organization allows them to explore the new markets alongwith increasing the customer base. In order to cope up with the demand of the customers, the risein the companies of a particular sector is noticed. After few years, market saturation is common,as market demand decreases whereas the number of organizations increases. Therefore, theinternational business expansion allows the companies to expand their business in host countriesby judging the demand of the product. This report highlights the global business expansion of CHEERS, an Australian craftsbeer company. In spite of addressing significant growth in the Australian market, the growth ofthe business stalled since the end of 2015. Therefore, the management of the company decided toevaluate overseas target markets and expand the business internationally either in India or Brazil.Analysis of risks and opportunities in India and Brazil MarketOpportunities in Brazilian MarketThough Indian and China are the major choices for the companies for global expansion,Brazil also facilitates international business organizations and investors. As mentioned by Matosand Silvestre (2013), the political stability of Brazil highly attracts international investors andbusiness organizations. The proactive and stable government makes the country a reliablecountry for foreign investors and business organizations. Brazil is the fifth most populouscountry with the seventh largest economy in the world (Didonet et al. 2012). Therefore, Brazilhas a fantastic option for economic growth in the coming years. The Brazilian market can beeasily distinguished from other emerging markets based on the growing and strong middle class
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