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Executive Summary Brazil is a country with vast ethnic diversity, yet one common language, Portuguese is spoken the masses. This provides international marketers with the opportunity to target ethnic niche markets, or the population as a whole. However, marketing distribution efforts may be hampered by the poor transport infrastructure of Brazil, thus highlighting the need to develop efficient transportation networks and be strategically located in economically dynamic areas. The ideal location for manufacturing or exporting are the coastal areas where roads and railroads are most effectively established, especially considering that in slum areas, reigns of drug cartels are proliferant. Brazil’s current growth has seen increased prosperity to the middle-class, which are increasing their demand for domestic consumer goods. This represents the most substantial market for foreign companies wishing to enter the Brazilian market. PART 1- Cultural Analysis 1.1 Introduction Brazil is the eighth largest country on Earth and it has the eighth largest population. It is a country characterised by its richness and depth of regional and ethnic diversity. Yet despite this, the Portuguese language provides one common bond, albeit, there are variations in regional accents but no regional dialects. Although Brazil is the 10th richest country, however it has the biggest polarity between rich and poor. It is estimated that two thirds of the population lives below the poverty line, and one-third are suffering from malnutrition. The estimated population of Brazil is 150 million, however millions of people live in slums, with no running water or electricity in their homes, access to little health care, and not enough to eat. They mainly comprise of first-, second- and third- generation rural-urban migrants. Brazil’s poorest region is the North-east, where about 86% of the children from the north-east suffer from malnutrition, and the infant mortality rate is 10%, compared to the national average of 61%. Life expectancy in the North-east is 55 years compared to 65% in the South. Social inequalities, have reached potentially explosive levels. Cases of food supplies being looted, and riots provoked by failures in the rail system indicate the oppression that the poor face. Furthermore, personal security is a major concern for all Brasilia’s, as the crime rate joined inflation in an upward climb.
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