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Cesar da Silva, Bernard (2024) Perceptions of international expansion of Brazilian brands among the Brazilian community in Ireland: targeting a potential market. Masters thesis, Dublin, National College of Ireland.
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Abstract
The research investigates the perceptions of the Brazilian community of the international expansion of Brazilian Brands, focusing specifically on a potential demand and market viability in Ireland. Even though there are a few brands listed by the respondents part of the research, most of the community is unaware of any Brazilian brands operating in the international market. The lack of awareness has significant impact on brand exposure, creating challenges connected to brand visibility.
Participants of the survey showed a level of dissatisfaction with the prices, assortment, and access to products in Ireland, indicating a weak supply chain. Partnerships and improved logistics could be beneficial and improve the penetration in the market and brand recognition. These players in the local market could contribute to the development of competitive prices, as it shows a preference of the population over quality.
The study suggests mostly food and beverages as potential products to explore in the Irish market, especially those without a big cultural difference approach. The logistics has to be comprehended not only in order to have better cost efficiency, but also to understand the best possibilities of shipping products to Ireland as there is an existing trade relation with the UK that may benefit and facilitate customs processes.
Overall, the research points out the need for an effective investment in marketing and strategic partnerships to address issues and minimize risks. By overcoming the cultural differences and placing products that fit the Irish culture, with consistent product availability, Brazilian brands can take advantage of the growth of the Brazilian community in Ireland and explore the potential demand and insights that the needs of this public can promote. The study provides valuable information and reflection for Brazilian brands aiming to compete internationally, particularly focusing on Ireland.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email McElherron, Lynda UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HB Economic Theory > Entrepreneurship H Social Sciences > HC Economic History and Conditions > Globalisation D History General and Old World > DA Great Britain > Ireland |
| Divisions: | School of Business > Master of Science in Entrepreneurship |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 01 Aug 2025 08:32 |
| Last Modified: | 01 Aug 2025 08:32 |
| URI: | https://norma.ncirl.ie/id/eprint/8392 |
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