| This MBA thesis shows a case study of a Brazilian Company operating in the Chinese market. The analysis is based on international marketing theories, and on the current situation of the Chinese economy, which are the management practices used by this company to import and commercialize their products in this market.The current Chinese economic situation and itschanges in the consumer behavior create a whole new market, where millions of consumers will be the target to the companies.The situation is not so clear for all companies. If we take the famous brands of Europe and USA, the efforts to enter the Chinese market is much less compared to those less worldwide well-known brands, such as brands from Brazil. So, how to understand the Chinese market, how to build the distribution channels in China have becomeimportant topics to discuss and research.The paper, firstly, demonstrates the marketing theories; then, the author tries to define the product portfolio, which are about the entry mode selection, furthermore, the author discusses the possibilities of building the right distribution channel for a Brazilian Beer, as the case study, to understand the Chinese market better.The research shows that the strategy of linking the products with the Brazilian image worked well in the market and it still works, which makes it possible for the company to sell the product with high price, focusing on the premium market. The challenge now, for Shanghai Trends Company, according to the findings, is to combine different distribution Channels strategy, to sell the Amazonia Beer to different market segments in different regions of China, without losing competitiveness.The author hopes to offer some enlightening to the Brazilian companies who are doing the similar business in China or to be interested in doing business in China. |
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