Market Expansion Analyst in Brazil

Market Expansion Analyst in Brazil

Modifying the Personal Selling Approach Based on the Brazilian Market

According to Mangus (2022), personal selling is the presentation of a brand’s products and services by building a relationship with the customer through face-to-face communication. Venturing into a new market requires understanding the values and customer behavior of the target customers in the new market. For example, a US-based organization expanding into the Brazilian market should modify its personal selling strategy to accommodate the values and behavior of its customers. Therefore, I would modify the personal selling approach based on the Brazilian target market by marketing in Portuguese. I would hire a personal seller who understands and speaks Portuguese to easily connect with customers and convince them to purchase the company’s appliances. I would also personalize the personal selling strategy by communicating to customers based on their interests during the personal selling process. For instance, the personal seller can emphasize the appliances’ specifications to convince customers who focus on product features and change the strategy to focus on quality to convince customers who focus on quality when making the purchase decisions.

Ethical and Regulatory Considerations When Marketing in Brazil

One ethical issue that should be considered when marketing in Brazil is environmental protection. The US-based organization must ensure that its marketing message communicates the organization’s environmental protection practices. The company should also demonstrate environmental stewardship in its operations and focus on business practices that demonstrate its concern for the environment, such as using renewable and reusable packaging material and renewable energy. The main regulatory issue that should be considered when marketing in Brazil is the marketing regulations outlined in the Brazilian Consumer Protection and Defense Code. The Code requires organizations and brands to share accurate information about a product, including its characteristics and prices, when advertising in the media (Klee, 2017). The Code also prohibits inserting advertisements in movie scenarios or excerpts because that is considered subliminal. Therefore, the US-based organization expanding into Brazil must understand all the Brazilian Consumer Protection and Defense Code marketing regulations before publishing any advertisements to avoid fines.

Cultural and Social Considerations

The main consideration that should be considered as part of the market planning efforts is the value of friendliness and openness in customer interactions. The marketing strategies should uphold transparency and enhance the interaction between the organization and customers to attract and retain customers. The value of friendliness and openness in Brazil makes the Brazilian marketing style different from that of the U.S. customers because marketing in Brazil emphasizes establishing a relationship with the customer, whereas the marketing presented to the U.S. audience emphasizes informing customers about the company’s products.

References

Klee, A. (2017). Consumer protection in e-Commerce in Brazil: The updating of the consumer’s protection code. Consumer Law and Socioeconomic Development, 353-370. https://doi.org/10.1007/978-3-319-55624-6_24

Mangus, S. M. (2022). Personal selling and sales management abstracts. Journal of Personal Selling & Sales Management, 42(4), 406-416. https://doi.org/10.1080/08853134.2022.2126849

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For this assignment, imagine you work for a U.S.-based organization that sells household appliances and is considering opening stores internationally, starting with Brazil. You have been tasked with providing your recommendations in preparation for the expansion into Brazil. In 250-500 words, address the following:

Market Expansion Analyst in Brazil

Discuss how you would modify the personal selling approach based on the Brazilian target market. Provide an example of the specific changes you would make and justify the changes.
Identify ethical and regulatory issues that should be considered when marketing in Brazil.
Identify cultural and social considerations you should take into account as part of your marketing planning efforts. Explain how these factors make the marketing presented to the Brazilian audience different from what is presented to U.S. consumers.