It apparently represents the most attractive country to target. The following analysis aims to highlight threats and opportunities regarding to the Brazilian market, as well as providing solutions and recommendations for a successful implantation in this area. Macro-environment of Ikea in Brazil: Politic and legal environment: Even if the political stability in South America isn’t as secure as countries from the European Union for example, the situation remains quite steady as the former president Luiz Inacio Lula da Silva won a second term in a landslide victory at the end of October 2006...
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Silva who used to show strong leftist rhetoric before acceding to power in 2002, is more seen by observers as a centrist with a conservative economic policy in his first term[ “Brazil’s president wins landslide victory”, Associated Press, 29th of October 2006]. As he is considered more moderate than other South American leftist leaders like Venezuela’s Hugo Chavez and Bolivia’s Evo Morales, his re-election is more than welcome for big companies willing to enter the Brazilian market such as Ikea...
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Marketing Audit Approach - Ikea In respect to IKEA Group, the information can be obtained from student info website provided by IKEA Group. Marketing Environment Analysis The next part of Audit process is to understand the business environmental aspects of the company...	6 / 1578
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