Business-GAC022-AE2

GAC022AssessmentEvent2:WrittenReportMarketingaLocalBrandOverseasStudent’sName:Phoebe.HanStudentID:26Teacher:HelenDueDate:2014/5/19WordCount:TableofContentsExecutiveSummary1.0Introduction2.0Methods3.0Findings4.0Discussion5.0ConclusionsandRecommendationExecutiveSummaryThepurposeoftheresearchwastodeterminewhethertomarketwineinRussiaorBrazil.Alltheinformationanddatawascollectedonlineandbyinterviews.ThewineshouldbepromotedinRussiaandBrazilsinceithasmoreadvantagesthere.1.0IntroductionThebrandIwillmarketinforeigncountriesisChangYu.ThewinecompanywassetupbyBishiZhangon1892inYantai,Shandongprovince.Nowadays,ChangYuhasbecomethemostfamouslocalwinebrandinChina.IchoosethisbrandsinceIthinkthedevelopmentofRussiaandBrazilinspiritindustryandservicesindustryareveryhighwhilethewineindustrywereweak,sotheRussiaandBrazilwouldliketohavemorechoosesofwine.AndthetransportationbetweenChinaRussiaandBrazilisveryconvenience,whichmakesiteasytosellthebrandanddomarketresearchesthere.Twobusinessconceptswillbeappliedintheresearchprocessandevaluationofresults:foreignmarketentrymodesandPESTanalysis.Marketentrymodesareapproachescompaniesusetoenteranewinternationalmarket,includingexporting,licensing,jointventure,foreigndirectinvestmentandtheInternet.PESTanalysisisatooltoexaminefouraspectsofinternationalmarket,includingpolitical,economic,social-cultural,andtechnologicalfactors.2.0MethodsAlldatacanbecollectedbysearchinginformationonappropriatewebsites.Relevantdataaboutpolitical,economical,social-culturalandtechnologicalfactorsinRussiaandBrazilwillbedownloadedfromtheInternet.Thesedataishelpfulincomparingtwocountries’externalenvironment.Themanagercanprovidemostupdatedinformationaboutdiversemarket.Inaddition,thedataofferedisaccurate,anditwillincreasethevalidityoftheconclusion.ThendatacanbeevaluatedtodeterminethebettermarketforChangYu.3.0FindingsRecentyears,thegovernmentofRussiasetsmanyrestrictionsimportinginordertopreventnegativeeffectsforeigncompanieshaveonlocaleconomics.Russian’seconomicgrowthispositiveinallareas.Althoughhigh,inflationratecontinuedtodeclinetheseyears.TheonlyprobleminRussianeconomicsishightaxation.Manylocalcorporationsseekillegalwaystoavoidthetax.Russianinformationtechnologyisadvancedintheworld.Since1993BrazilandChinaestablishstrategiccooperativerelations,withthesupportofpolitical,bilateraltradehasbecomeincreasinglyfrequent.SofarChinahasbecomethesecondimportcountryofBrazil,itisbeneficialtoChangyutosellwineinthere.ButBrazilisoneofthecountrieswhichhaveheaviesttaxationinSouthAmerica,acertainextent,itcanaffectthereturn.Astheeconomical,BrazilianGDPsharecomposedofthreeaspects,thelargestshareisthattheservicesindustrial,ittake52%oftheGDPshare,thelarge-scaleindustrytakes40%andtheagriculturejusttakes8%,fromherewecanseethatthereisawidemarketforChangyutodevelopthewineindustry.InRussia,UnileverusesforeigndirectinvestmentinRussianmarket.Ithasacquired82%ofthestockinleadingRussianbeautycompanyKalina.Unilevelplanstoinvestupto€50millionsinagricultureinRussia’sTularegionby2014sinceitcanagriculturalproductionisrelatedtocompany’sprofits.Itcanalsocontributetoeconomicdevelopmentandemploymentrateoftheregion.RussianUnilevelisconsideredthebestemployeramongstudentsofsomeRussianuniversities.Itnotonlypromotesitsbrand,butalsoholdssocialresponsibilityinRussia.alsousesforeigndirectinvestmentUnileverinBrazil.BrazilianUnileverabideslaborlawsandacceptslaborunions.On1997,UnileverpurchasedtheicecreamcompanynamedKiboninBrazil,andsellitschemicalindustryrelatedindustries.4.0DiscussionThecommondisadvantageofbothRussianandBrazilarethehightaxationandtherestrictionofforeigncompaniesandstaff.AlsocomparewiththetaxationinbothRussiaandBrazil,thetaxationinBrazilisheavierthanRussia,butinRussia,thewinefromFranceismorefamous,itisabigcompetitor.Ontheotherhand,becauseoftheenvironmentpeopleinRussiaprefertodrinkspirit.PESTanalysisofRussiaandBrazilcanprovidecomprehensiveanalysisofwholemarketsinthesetwocountries,butthesourcesarelimitedsometimes,sosomedetailinformationmaynotabletofindinthewebsites.5.0ConclusionsandRecommendationAccordingtomyresearch,IthinkthatBrazilwillbethechosenplacetomarketwine.Firstofall,withthedevelopmentoftherelationshipbetweenChinaandBrazil,thetradecooperateswillbesupportbythegovernments.Next,becauseoftheclimate,Brazilisnotsuitabletogrowgrape,itlimitedthewineindustry’sdeveloping;thereforetheyneedtoimportedwine.Last,thewine-makinginBrazilisnotdeveloped,itisaopportunityforChangYu,ifitsuccessintheBrazilMarket,thecountrywiththesecondlargestterritoryintheword,itwilltakeaplaceinInternationalWineIndustry.IfChangYuwantstoopentheBrazilianmarket,theyneedtopayattentiontoadjustthetasteofwine,makeitsuitableforBrazilian.ReferencesBrazil://://zhidao.baidu.com