Bose Audio Systems Entering Brazil

Paper Summary:

In order to assess the potential for Bose Audio Systems to succeed in the Brazilian market, this paper examines the Brazilian consumer habits. It begins with an overview of the country's economy and then discusses its consumer market. The market risks are assessed and the policy of trade liberalization is examined. The paper concludes with a focus on the radio consumer habits of the population.

From the Paper:

"Brazil is a promising market for Bose. Its economy has shrunk from approximately 800 billion to just over 500 billion over the last six years due to the falling Real. Although Bose's target audience has been hit by these economic woes, international diversification has softened the blow. Although Brazil is one of the five biggest countries in terms of physical size, money is concentrated in the hands of a small, influential number of people who live almost exclusively in the country's large urban centers and enjoy lifestyles comparable to those of northern Italians. This urban elite regularly listens to the radio and has a preference for FM music stations, tending to listen to classical music. Brazilian upper-middle class consumers are very brand conscious and tend to prefer foreign goods. Brazilians will purchase a foreign good over a domestic product of similar quality. Tariffs have steadily fallen over the last 50 years, slightly rising only since 1995 due to regional trade blocs. The buying habits of upper middle class consumers are largely determined by buying habits that are found in the United States. Brazil is less stable than the relatively more egalitarian northern hemisphere but its capitalist economy enjoys the active support of the United States and international lending and aide organizations. Brazil enjoys a longstanding tradition of having a privately owned media."

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