Globalization Trends | Research Report

Running head: GLOBAL BUSINESS ASSIGNMENT
Global Business Assignment
Name of the Student
Name of the University
Author Note

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Table of Content
Introduction......................................................................................................................................3
Analysis of risks and opportunities in each country (Brazil and India)..........................................3
Selecting one nation and justifying the decision.............................................................................8
Discussing and justifying the proposed entry mode for the chosen nation...................................10
Suggesting and justifying the marketing strategy that should be adopted by the company..........11
Suggesting and justifying the human resource strategy that need to be adopted by the company13
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................15

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Executive Summary
The global beer sector is on rise significantly influenced by growth and expansion in emerging
nations fuelling the growth. Globalization trends made it easy for manufactures to rely on the
growth and changing market demands. This research report gives a detailed overview of how
India and Brazil are stealing global attention with respect to craft beer selling. This report
includes detailed external factors affecting the beer sector both India and Brazil. Findings of the
analysis strengthens the choice of entering Indian beer market due to economic and socio-
cultural trends. The discussion sheds light on the political barriers faced Indian beer
environment, while it shows how emerging economy is shaping the market.

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Introduction
This research report provides intensive analysis of a suitable overseas market for
‘CHEERS’ which is currently performing its operation in Australia with its crafted beer. Given
operational scenario of CHEERS implies the fact that organization experienced a tremendous
growth in demands of crafted beer from both the local regions and tourists. However, growing
demands of crafted beer from the global tourists generally create an insight that products would
receive an enormous popularity in the oversea market. However, as the international business
environment is volatile and dynamic in relation to customers’ demand and market needs, a
sudden entry in a market is most likely to end in failure. Based on this stated concern, it is highly
important for the organization to perform a market analysis to generate clear insight regarding
the choice of the market where CHEES should step in. Therefore, this research report includes
intensive market analysis of two different nations –such as Brazil and India. For analyzing the
market, all relevant aspects of marketing have been included in the discussion –the key focus is
on the political, economic and social risks and opportunities. The major purpose of the report is
to determine a suitable international market for CHEERS.
Analysis of risks and opportunities in each country (Brazil and India)
According to Godoi et al. (2019), the culture of beer is on trend and about time, the
business preparing firms have fundamentally focused on reaching then global customers, those
who identify with a specific brand association to music, sports, art, culture or any sort of
scientific movements. It can be mentioned that global consumption of beers is on the rise
because of several structures standing out the health assistances of beer including the high
amount of antioxidants as well as low caloric content. Conferring to the global reports, beer

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characterizes almost 75% of the international marketplace share of intoxicating beverage, with
India, China, U.S., Brazil, Russia, Germany and Mexico being the major markets in the world
(Levi and Jeyaseel 2006). In the context of India, it can be mentioned that in the coming future,
India is which is occupied by 1.2 billion populations is most likely to overtake China (de
Oliveira Dias and Falconi 2018). The existing beer feasting in India is approximately 2 ltr. per
capita –which amid some international players have given rise to very constructive anticipation
for the potential development in Indian beer market. Nonetheless, the question arises whether the
increase may certainly happen and if at all it occurs; to what degree it will occur. The answers is
found in a diversity of influences that portray the nation and its consumers

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Figure 1: Grain processing for beer
(Source: Godoi et al. 2019)
To address this concern, a PEST analysis has been performed in the following.
Political: It has been identified that in India, there have been significant regional power
of local politicians. Local politicians tend to leverage this religious blanket on the alcohol
consumption and they oppose the changes in the laws in relation to new product items. As put
forward by, Colen and Swinnen (2010) the local officials co-own the spirit construction in most