BRASIL FOODS

Brasil Foods



Brasil Foods

Part 1

This paper is based on a case study that involves a frozen and readymade food retailer firm called, Brasil Foods. The company's headquarters are located in Brazil. The company has enjoyed a formidable position in the frozen food sector, being the leader, and committed to provide top quality frozen and readymade to its customers. Since its inception in 1990's, the company has practiced its core values of providing standardised food to their customers not only locally but also on the global scale.

This philosophy is particularly evident in the mission of the company, Standandised food for all. In this paper, company's marketing strategy is discussed focusing on the marketing strategy and persisting trends in the market, which has seen a tremendous growth in contemporary times due to presence of potential competetors, striving to make their mark in the ever-growing industry. This paper is divided into two parts. The first part covers the marketing strategy of the firm and the second part covers the impact of globalisation on the overall food industry and the company as well.

For ten years, Brazil has experienced increased integration into the global economy was characterized by significant growth in exports and by increasing the weight of this country in international trade negotiations. From the 2007 to 2010, the economic development model adopted by Brazil relied on a policy of industrialization based on import substitution. In terms of trade policy, this focus has resulted in a high-border protection like (tariffs, quotas, import ban, etc.) To limit imports of goods that could compete with those produced in the national territory. Domestic producers, insulated from international competition, saw themselves protected. This protectionist policy has also impacted negatively on the export sector in Brazil.

Indeed, exports did not benefit from any measure of support and were being held back by the same restraint measures such as taxes on exports. These policies have resulted in a low degree of trade openness as a percentage of gross domestic products (GDP rate) were around 10% until the late 80s. The change of the economic model, characterized by openness and the gradual liberalization of the Brazilian economy, took place gradually from the early 1990s. This shift has had a significant impact on trade policy measures as restrictions on imports and exports were greatly reduced or eliminated. Therefore, trade flows have increased significantly, and the degree of trade liberalization in Brazil rose from 11% in 2010 to 28% in 2011.

Primary Internal and External Influences on Brazil

A rate of double-digit growth simply means that there are not enough edible farms and organically raised animals in the Brazil to meet demand of the consumers. The result is a tremendous pressure to increase supply, which in many cases is leading to questionable practices and processes. Despite the confusion of the consumers and the economic downturn, health continues to influence food purchases by consumers in the Brazil. However, taste is king for consumers regardless of the benefits of a health ...