This report analyzes the marketing strategies for AMS Limited's expansion of Costa Coffee in Brazil. It begins with an executive summary and introduction, outlining the report's objectives, which include a macro environmental analysis using PESTLE to identify opportunities and threats. The report then critically assesses three modes of market entry, recommending product development as the most suitable strategy. It applies concepts of market segmentation and targeting to evaluate the potential target market, emphasizing the importance of understanding consumer preferences in Brazil. Finally, the report applies Porter's generic strategy to discuss competitive advantage, concluding with a summary of key findings and recommendations for successful market entry and expansion. The report highlights opportunities related to the growing middle class and the importance of quality, while also acknowledging threats such as corruption and technological infrastructure limitations. The report emphasizes the importance of product development to meet customer needs and gain a competitive edge.