market entry brazil: how to enter and compete in the brazilian market
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Here you will find detailed information about the course on Market Entry Brazil offered by the University of St.Gallen (HSG).TRANSCRIPT
Market Entry Brazil: How to enter and compete in the Brazilian Market
Quick info
Market Entry Brazil - How to enter and compete in the Brazilian MarketProvider: Centre for Latin American Studies CLS-HSG
This course is structured in two modules that are interlinked. Participants can decide to attend one or the other or both.
Module 1: Go-to-market Strategies and Legal AspectsDates: 23.04.2015 - 25.04.2015Duration: 2 1/2 daysApplication deadline: 05.04.2015Location: HSG Campus - Main BuildingDufourstrasse 40, 9000 St. Gallen, SwitzerlandInvestment: CHF 1500Language: English
Module 2: Intercultural Negotiation and Field VisitDates: to be informed soonDuration: 5 daysApplication deadline: to be informed soonLocation: HSG Hub Office in São Paulo and Rio de Janeiro, BrazilInvestment: to be informed soonLanguage: English
For more information and for subscribing to the training:Centre for Latin American Studies of the University of St.Gallen CLS-HSGGatterstrasse 1, CH-9010 St.GallenE-Mail: [email protected].: +41 (0)71 224 25 66
Discount: A discount of 10% will be provided for HSG Alumni and for specified partners.
About us 1
Objectives of this course 2
Who should participate 3
Our differentials 3
Elements of the course 4
Program details 5
Speakers profiles 7
How to reach us 10
Content
About us
Since 1898, the University of St.Gallen, also known as HSG, has been one of Europe’s leading business universities. Offering degrees and executive education at the highest international level. With over 7,500 students, the university offers degrees in Business Administration, Economics, Law, Social Sciences and International Affairs, not to mention MBA and EMBA executive education programs. Furthermore, the HSG has been recognized by The Financial Times as an elite business school for the second time consecutively, placing it in the top ten European Business Schools. As to topics relating to Latin America, the university has the Centre for Latin American Studies (CLS) that focuses on research, promotes lecture cycles, and organizes different types of events covering economic, social, political and cultural topics. It is worth mentioning that the University of St.Gallen is the only one in Switzerland that has a centre that specializes in studies related to Latin America.In 2010, the University opened an office in São Paulo, the HSG Hub São Paulo, to represent the university and the CLS in Latin America. São Paulo was chosen for the office due to Brazil being the largest economy in Latin America, for its leading position regarding socio-economic topics and for its great potential as a BRICs country. The aim of the office is to strengthen the university’s network in the region and to organize and facilitate international exchanges and executive education programs.
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Objectives of this course
The course on Market Entry Brazil - How to enter and compete in the Brazilian Market is a very practice oriented course that enables participants to gain valuable knowledge on successful market entries, as well as the most common mistakes to be avoided. By the end of the course, the participant will have a clear picture on the alternatives to start or increase business in this market.
Along this course, attendees will:
learn about consumer trends and niche market opportunities in Brazil, their potential and challenges be introduced to go-to-market strategies which have been successful for foreign SME companies in Brazil have the opportunity to exercise a go-to-market strategy in Brazil based on real cases have a better understanding of companies’ liabilities, labour law and the tax complexity in Brazil understand the key differences between Western Europe and Brazil, in the way of doing business
At the end of the course, the participant will have a clear picture on thealternatives to start or increase business in the Brazilian market.
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Who should participate
Managing directors and market developers from SMEs in Western Europe who are planning their first fact-finding-trip to Brazil or are already in a more advanced stage of planning their entry Entrepreneurs that would like to keep an eye open for opportunities in Brazil
What is different from other market entry courses? Experienced professors of the University of St.Gallen and outstanding partner lecturers Renowned professors of management, strategy, law and taxes Entrepreneurs with experience in successful and difficult market entries, providing an impartial overview Government officials and managers with significant experience in Brazil Innovative Course Concept: Go-to-Market strategy elaborated during the course in Switzerland 1-week field visit (in the second module) True-to-life exercises (market strategy, negotiation and marketing) Option of contacting partners (in the second module)
Our differentials
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This course is structured in two modules which are interlinked. Participants can decide to attend one or the other or both.
The first module aims at bringing a market overview and the knowledge of go-to-market strategies and legal aspects, and will take place at the HSG Campus.
The second module takes place in São Paulo, Brazil and includes field visits, lectures and simulations involving the intercultural elements for negotiations and marketing communications. For everyone who intends to attend the second module it is advisable to participate in the first module in order to have an adequate preparation for the field visit.
Elements of the course
General elements of
market entry
Economy and politics
Legal Aspects
Financial
Strategy
Practical elements of
market entry
Business Culture
Negotiation Marketing
Local Partner
Module 1: Go-to-market Strategies and Legal Aspects
Module 2: Intercultural Negotiation and Field Visit
Duration: 2 1/2 day courseLecturers: outstanding regional specialists, government officials and professors in international strategy and market entryElaboration of practical cases
Duration: 5-day courseLecturers: outstanding regional specialists, professors in market entry and experts of local marketElaboration of practical casesPossibility of contacting partners in country of interest
Location:St. Gallen, Switzerland
Location:São Paulo and Rio deJaneiro, Brazil
Program details
Module 1 - St. Gallen, Switzerland
Day 1
08:30 Welcome09:45
09:45 Small company. 11:00 Big market. Big opportunity? 11:00 Break
11:15 Brazilian12:30 competitiveness
12:30 Lunch13:45
13:45 Market and15:00 competition
15:00 Sharing best 16:15 practices - the case of Ernst&Basler
16:15 Hands-on Case18:15 study Market and Competition18:15 Networking cocktail
Day 2
08:30 Go-to-market09:45 theory and frameworks09:45 Break10:15
10:15 Case Study: 12:00 designing a market entry plan in Brazil market mapping part I
12:00 Lunch13:15
13:15 Case Study: 15:10 designing a market entry plan in Brazil market mapping part II
15:10 Break15:30
15:30 Group17:00 presentations
Day 3
08:30 Legal Aspects,10:20 Taxes and Case Study10:20 Break10:40
10:40 Closing Session11:45
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Program details
Module 2 - São Paulo and Rio de Janeiro, Brazil
Day 1
08:30 Wrap-up module I12:00 and introduction in DBB 12:00 Lunch13:30
13:30 Business culture17:00 in Brazil
Evening
Day 2
08:30 How to choose your12:00 business partner
12:00 Lunch13:30
13:30 How to adapt the 17:00 go-to-market strategy to BrazilEvening
Day 3 Day 4
08:30 Intercultural negotiation12:00 and role play
12:00 Lunch13:30
13:30 Afternoon free17:00 (or visiting partners)
Evening
08:30 Human Resources, 12:00 labor law and employment 12:00 Lunch13:30
13:30 Two practical cases of 17:00 intercultural marketing Evening
Day 5
08:30 Marketing, PR and 12:00 Sales Strategy 12:00 Lunch13:30
13:30 Wrap-up session, 17:00 Conclusion and EvaluationEvening Flight to Switzerland
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Speakers profiles
LecturersYvette Sánchez is the director of the Centre for Latin American Studies (CLS HSG) and Full Professor of Hispanic Cultures and Literatures at the University of St.Gallen. Prof. Sánchez is engaged in several research projects on Latin American topics, attempting to bridge the gap between cultural studies and social sciences. In the field of Interculturality, she is currently preparing, together with her HSG colleagues, a manual on Intercultural Management and
Marketing in the BRIC states.
Luiz Fernando Turatti is Professor and responsible for the chair of Strategy Studies at Insper. With some 20 years of experience in Strategy, Marketing and Sales, Luiz Turatti has followed a career in the areas of B2C, B2B, consulting and startups, where he was responsible for P&L, teams, clients and international projects (LatAm, Europe, Asia). He was an executive at companies such as BASF, Akzo Nobel, Portugal Telecom, Camargo Correa, Papaiz
and Hilti. He holds a Ph.D from the University of St. Gallen (Switzerland), was a researcher in the field of innovation at Universidade Bocconi (Italy) and received a master’s degree from the School of Economics, Business Administration and Accounting (FEA) at the University of São Paulo (USP).
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Silvio Dulinsky is the Director of Corporate Partnerships Brazil at the WEF. Silvio studied Business Administration at the University of São Paulo and did an Executive MBA at IESE Business School in Madrid, as well as an executive education course at IMD and Stanford University. From 1997 to 2010, he worked at the Holcim Group in
senior executive positions responsible for Switzerland and Latin America. Silvio is also a member of multiple Boards of Directors in Latin America. Currently, Silvio is responsible for the business relationships of the World Economic Forum in Latin America.
Angélica Rotondaro is the Managing Director of the HSG Hub São Paulo for South America. She is the co-founder of the Impact Investing Latin America Platform (IILA). Before that, she worked for international companies in the areas of communication, branding, public relations and international relations in Brazil, Chile, Argentina and Switzerland. Based at the headquarter of
a Swiss company, she worked as Brand Senior Consultant for Latam countries and Spain. Her experience with foundations and the third sector includes establishing and implementing a foundation for grass-roots development in Brazil, being one of the programs selected as a “best practice” by UN Global Compact. Her PhD research was about the intercultural negotiations between small agricultural producers for Brazil and Swiss buyers.
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Peter Sester holds the Lemann Chair of International Business Law and of Law & Economics at the University of St. Gallen (CH) since February 2014. Before that, he has acted as a Professor at Institute for Law and Finance at the Frankfurt University and at the Karlsruhe Institute of Technology (Germany), as well as an honorary professor at the University of
Freiburg (Germany). He is regularly rendering consulting services to law firms, enterprises and governmental agencies. Peter Sester holds a PhD in Law (University of Heidelberg) and a PhD in Economics (Humboldt University Berlin). He lectures regularly at outstanding universities in South America such as Universidad de Chile (Santiago de Chile), Insper (São Paulo) and COPPEAD, the business school of URFJ (Rio de Janeiro).
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Fabio Speciale joined Switzerland Global Enterprise in April 2013. In his function as Consultant for South America, he supports Swiss and Liechtenstein-based SMEs towards a successful market entry and expansion in South America with a particular focus on Brazil. Prior to joining S-GE, he worked as Director India and Vice Director for the Brazilian and Chinese market at the regional economic promotion agency BaselArea, as PR & Marketing Executive at the Swiss Center Shanghai and as Head of the
Press and Translation Section at the Italian Embassy in Berne. He holds a Master’s Degree in Legal & Economic Translation from the University of Geneva and pursued his postgraduate studies in International Relations and Business at the University of Bonn and at the ESCP Europe Business School in London and Berlin.
Guest speaker
How to reach usContact:Center for Latin American Studies of the University of St. Gallen CLS-HSGGatterstrasse 1, CH-9010 St.GallenE-Mail: [email protected].: +41 (0)71 224 25 65
Bruno Basler serves as the President of the Board of Directors of the engineering, planning and consulting company Ernst Basler + Partner. Bruno Basler has been Vice Chairman of Vontobel Holding Ag since May 2011, and Director of the company since April 2005. He has been a member of the Board of Trustees of the Vontobel Foundation since
2004 and its Deputy Chairman since the beginning of 2005. He holds a Degree in civil engineering from the Swiss Federal Institute of Technology (ETH), MBA from INSEAD.
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