This report provides a comprehensive overview of global marketing, beginning with an introduction to the concept and its development. It explores different perspectives on global marketing from authors like Philip Kotler and Mark Burgess, supported by a real-world example of Coca-Cola's global expansion. The report then delves into the specifics of the Brazilian market, including its economic environment, political risks, and trade barriers with the UK. It evaluates the advantages and disadvantages of Naked Wines entering the Brazilian market, along with an examination of the company's entry mode decisions. Furthermore, the report analyzes the use of franchising as a market entry mode for fashion retailers like Boxfresh, discussing its benefits and drawbacks. The report concludes with a summary of the key findings and insights into global marketing strategies and market entry modes, making it a valuable resource for students studying international business and marketing.
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