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MNG 00723 Global Business docx.
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Southern Cross University
Global Marketing (MNG 00723)
Added on 2020-02-18
MNG 00723 Global Business docx.
Southern Cross University
Global Marketing (MNG 00723)
Added on 2020-02-18
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Running Head: INTERNATIONAL BUSINESS 1International Business: CHEERS in Brazil
INTERNATIONAL BUSINESS 2Executive Summary Beer segment is a significant segment of alcoholic beverage industry. There are so manycountries, which are in the top list for manufacturing beer and craft beer. In today’s competitivebusiness environment, the organizations prefer to choose business expansion to increase itsrevenues and profits. It plays an important role in the growth of a business. This report examinesthe business expansion of CHEERS in two chosen countries, i.e. Brazil and India. “CHEERS” isa craft beer producer in Australia that is pursuing its business operations from last six years. Inthis time span, the company has experienced a significant growth and profitability. Now, thecompany is looking for expanding business operations for maintaining its growth momentum.This report will help in understanding the risks and opportunities in both countries, i.e. Braziland India. Further, Brazil is chosen as best destination for business expansion. At the end,different strategic market entry options are proposed that can be used by CHEERS while enteringin Brazil.
INTERNATIONAL BUSINESS 3Table of ContentsExecutive Summary.........................................................................................................................2Introduction......................................................................................................................................4Analysis of Risks and Opportunities...............................................................................................4Brazil................................................................................................................................................4Risks.............................................................................................................................................5Opportunities................................................................................................................................6India.................................................................................................................................................7Risks.............................................................................................................................................7Opportunities................................................................................................................................8The Selected Destination Country (Brazil)......................................................................................9Proposed Entry in Chosen Country (Brazil)....................................................................................9Conclusion.....................................................................................................................................11References......................................................................................................................................12
INTERNATIONAL BUSINESS 4Introduction Alcoholic beverages industry is the oldest industry on the earth and it is divided into threecategories, such as; wine, beer and spirits. Nowadays, there are many changes in the customerpreferences. People are shifting from wines and normal beer to craft beer. In Australia, craft beerbusiness expanding its area in the brewing industry. There are so many players in the AustralianBeer industry, which are producing the craft beer. CHEERS organization is one of them thathave started a new business in the year 2010. The company is experiencing a considerablegrowth during last 6 years. Now, the management team at the company is planning to expand itsbusiness in overseas market. For expansion, the company has selected two emerging markets, i.e.Brazil and India. This report examines different aspects about analyzing both the markets incontext of expansion of CHEERS. It analyses the risks and opportunities for organization in bothcountries. Furthermore, it includes a specific destination for expansion and justifies the decisionfor choosing this specific market. At the end, there is the discussion about the proposed marketentry in the chosen market. Analysis of Risks and Opportunities Emerging markets are the markets, which are emerging in the developing nations to offeridentifiable business opportunities. These markets present some risks and opportunities for bothsmall and large corporations, which are looking for acquiring new business and expanding itsexisting business in new countries. These risks may arise as these new markets come with thenew expectations and needs and opportunities may arise due to innovation and adoption of newand effective business processes and systems (Deresky 2017). The organizations need to create aplan to mitigate these risks. BrazilBrazil is an emerging market, where each and every business may grow effectively. There is asignificant growth in some specific Brazilian producers, which currently have major positions inthe country. Brazil is the third largest beer producer in the market and comes in the premiumsector in the industry. The business people are forecasting the growth of 13% in this sector for
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