MNG 92210 - International Business: CHEERS Craft Beer Expansion Report

This report analyzes the international expansion opportunities for the Australian craft beer company "CHEERS," evaluating the potential markets of Brazil and India. The analysis includes a PESTEL framework to assess political, economic, social, technological, legal, and environmental factors. The report identifies Brazil as the more suitable market, considering factors such as market demand, stable political climate, and favorable import costs. It then proposes a market entry strategy, along with a marketing plan, including segmentation, positioning, and the marketing mix. Finally, the report recommends human resource management practices to gain a competitive advantage in the chosen market, offering a comprehensive strategic overview for CHEERS' international growth.