IKEA : Stratégie de marketing international (le modèle brésilien)

ikea: international marketing Strategy (Brazil's example), titre original

Brazil has no cultural conflicts and is an untroubled multiracial society that respects all immigrants and religions. Politically, the country is a conflict-free democracy with stable public institutions that upholds international laws and promotes progress and peace between nations.

Brazilian Solid macroeconomic fundamentals: the key factors driving sustainable growth
• Consistent fiscal policy
• Inflation under control
• Insitutional stability
• Declining government debt / GDP ratio rising
• Growing industrial output
• Decreasing interest rates
• Latin America's largest science, technology and innovation system
• Investment grade forecast by 2007/2008
Cultural differences in business
- Informal relation is very important in negociation
- You must create a trustworthy climate with your interlocutor
- Brazilian people are very demaning in business, particularly about the good value of the product and novelty; they check European and American trends.
The furniture market
To examinate the Brazilian furniture market, we are going to organize the information in different parts: political, economical, social, technological and environmental.
The following information talk about the Brazilian furniture market, its imports and exports, brazilian customers, and all factors which can be useful to determine if Brazil is an appropriate market to enter for ikea.