Going Global

Value propositions. Market-entry modes. Consumer and market trends. These are abstract terms and ideas that are all important for understanding international customers and markets, but they can be hard to grasp concretely. To make these terms and ideas tangible, we look at them from the perspective of one product. We start this chapter with HealthSchörle, a carbonated smoothie headed for the Brazilian market. What do these terms mean and how do they affect HealthSchörle? As part of an HS-Fresenius consulting team, you’ll learn about the product and its home market before exploring the Brazilian market and what comes in between them. By identifying what makes HealthSchörle successful in Germany—its customers and their changing tastes, its value proposition, and its home market—we establish a baseline for expansion in Brazil, our target market. Next, we look at why companies choose to expand (or not to expand) and what questions they should ask themselves before making the decision. After that, we look more specifically at the Brazilian market—its consumers, competitors in the industry, and the market itself. In the chapter that follows, you will use all the information from this chapter to develop a strategy for entering the Brazilian market.