Southern Cross University: Global Business Assignment for CHEERS Beer

This report provides a detailed analysis of the global market entry opportunities for CHEERS, an Australian craft beer company. The report focuses on two potential markets: Brazil and India. It begins with an introduction outlining the company's current operations and the rationale for international expansion. A PEST (Political, Economic, Social, and Technological) analysis is conducted for both countries to assess the risks and opportunities associated with entering each market. The analysis considers factors such as political regulations, economic trends, social preferences, and technological advancements. Based on the findings, the report justifies the selection of one nation as the primary target market and proposes a suitable entry mode, marketing strategy, and human resource strategy for CHEERS. The report concludes with a summary of the key findings and recommendations, emphasizing the importance of considering various factors when making international business decisions. The student's research is valuable for understanding the complexities of global market entry and strategic planning.