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Planning the Impossible with Lighting Solutions: A Strategy to Enter Brazil
International Journal of Marketing Studies
Metalumen, a Guelph-based lighting solutions manufacturer, is considering the Brazilian market. For Canadian companies, the Brazilian market is not only difficult to enter, but it is also difficult to understand. In this paper, a strategy for Metalumen to enter the Brazilian market is explored. Based on a review of the literature, segmentation, mode of entry and distribution strategies are suggested. Data was also collected by a group who went to Sao Paolo to validate assumptions onsite. Thedoi:10.5539/ijms.v4n5p56 fatcat:4j34fqg7lbe53pfrpot2rgmy5q