Brazil Country Analysis History and Research Paper

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With respect to organizational structures, Brazil has traditionally been oriented towards large firms, either owned by the state or by wealthy families, and a high level of government control. There is room in the economic system for tiny businesses but seldom for small business. In recent years, this has been changing, but it will take time for the heavy hand of government to leave the business arena, and for economic power to become more democratized.

Market Research

International consumer markets are significantly different from domestic ones. Each culture has its own unique characteristics, and in a country the size of Brazil there are distinct regional characteristics as well. It is critical to understand the Brazilian culture in order to market to Brazilians, as they do not respond to the same messages that Americans will. Political factors are worth considering as well, because the government is still heavily involved in business.

The market research process is Brazil should begin with secondary sources to gain an overview of the country, but from there it should involve primary sources. The primary sources can help a company to refine its ideas about the market through direct interaction.

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This does not differ much in Brazil -- they share the same European roots as we do, so they are likely to grasp the concept of market research and respond the same as well.

For Brazil, the biggest issue with marketing surveys is not the survey itself but how it is deployed. In North America, we often use phones (landlines) or we intercept people in public places. These tactics might not be as effective in Brazil. The most obvious difference is that in many areas landlines are not reliable, so mobile is the best way to reach people, at least the younger demographic. Further, Brazilians interact differently to Americans in public, and this should affect how the survey is conducted. There are differences in the culture with respect to things like power distance, but these should not significantly affect the ability to conduct market research. As well, Brazilians are likely to respond just as well as Americans to surveys conducted on mobile or online -- again they are Brazilians, not martians.

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