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Brazil Today |
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Leading commentators state that "Brazil is one of the most significant emerging markets in the world" … with " enormous potential to become a global economic and industrial powerhouse" (The Economist Intelligence Unit Limited, 1998a) making " Brazil … hard to overlook for the long-term investor" (KPMG, 1998). Although Brazil ranks 68th in the world according to the United Nation's human development index, this has not detracted from the country's attractiveness to global investors. Brazil is the largest recipient of foreign direct investment in Latin America and Brazil is expected to occupy a larger proportion of multi-national companies' investment portfolios in the years ahead. It is anticipated that Brazil will increasingly become an export base for South America. Consequently Brazil is becoming a true player in the world markets, as many companies are setting up or expanding within the country. This report uses the PEST analysis to examine this market environment in more detail, with respect to the soft drinks industry. |
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