Introducing Caipirinha in Australia
André Santiago Beires – DEC 15 (20)
Sample REPORT
Introducing the Caipirinha in Australia
Executive Summary
The Caipirinha is a drink considered the symbol of Brazil, traditionally prepared with sugar, lemon, ice and a Brazilian alcoholic beverage called cachaça. It can be well appreciated in several occasions. Recently a Brazilian young man studying in Sydney came up with the idea of exporting the drink to Australia. However he recognizes that there may be cross-cultural issues in introducing a traditionally Brazilian drink to a totally different culture as Australia. The report explores potential cross-cultural issues that arise out of a variety of national cultural differences between Brazil and Australia.
The issues are identified in the report in relation to the concepts of consumption, variations in the recipe, advertisement, and the Cachaça: The special ingredient. Recommendations are made with respect to each of these categories. * The Caipirinha great and unique flavor should be more publicized. * Brazilian parties should be promoted throughout the city. * Advertisements and sales should focus on the original cocktail formula. * Agreements should be done with some famous bars in Australia to offer the Caipirinha for a good price. * Sales of the drink should focus on the Cachaça to win the market against other kinds of drinks. * Cachaça should be dissociated from the lower classes to inform the world about its qualities, gain market, and obtain better prices in exports.
Background to the project
When it comes to Brazil, any foreigner ventures a few words in Portuguese: “Caipirinha! Carnival! ”. The drink traditionally prepared with sugar, lemon, ice and a Brazilian beverage called cachaça, a sugar cane brandy (Cambridge Dictionary, 2012) is a symbol of Brazilian culture in the world.
This traditional Brazilian drink is very popular in Europe and the United States. It could be said that it USED TO be Brazil 's
Sample REPORT
Introducing the Caipirinha in Australia
Executive Summary
The Caipirinha is a drink considered the symbol of Brazil, traditionally prepared with sugar, lemon, ice and a Brazilian alcoholic beverage called cachaça. It can be well appreciated in several occasions. Recently a Brazilian young man studying in Sydney came up with the idea of exporting the drink to Australia. However he recognizes that there may be cross-cultural issues in introducing a traditionally Brazilian drink to a totally different culture as Australia. The report explores potential cross-cultural issues that arise out of a variety of national cultural differences between Brazil and Australia.
The issues are identified in the report in relation to the concepts of consumption, variations in the recipe, advertisement, and the Cachaça: The special ingredient. Recommendations are made with respect to each of these categories. * The Caipirinha great and unique flavor should be more publicized. * Brazilian parties should be promoted throughout the city. * Advertisements and sales should focus on the original cocktail formula. * Agreements should be done with some famous bars in Australia to offer the Caipirinha for a good price. * Sales of the drink should focus on the Cachaça to win the market against other kinds of drinks. * Cachaça should be dissociated from the lower classes to inform the world about its qualities, gain market, and obtain better prices in exports.
Background to the project
When it comes to Brazil, any foreigner ventures a few words in Portuguese: “Caipirinha! Carnival! ”. The drink traditionally prepared with sugar, lemon, ice and a Brazilian beverage called cachaça, a sugar cane brandy (Cambridge Dictionary, 2012) is a symbol of Brazilian culture in the world.
This traditional Brazilian drink is very popular in Europe and the United States. It could be said that it USED TO be Brazil 's
References: Morrison, J. (2006). The International Business Environment: Global and Local Marketplaces in a Changing World (2nd ed.). Hampshire: Palgrave MacMillan. Vrontis, D., & Vronti, P. (2004). Levi Strauss: an international marketing investigation. Journal of Fashion Marketing and Management, 8(4), 389.