Opportunity mapping for Brazil if any company wants to invest

1. OPPORTUNITY MAPPING
Brazil

3. POLITICAL
FACTORS
Add a Footer 3

4. POLITICAL FACTORS
• Brazil is the most powerful country in South America. It is
also considered a middle-power that has moderate
influence in international affairs.
• Brazil is a member of several international organizations and
unions e.g. the International Monetary Fund, United
Nations, World Bank, World Trade Organization, the G20,
Mercosur, and BRICS.
• However, Brazil’s relations with neighboring Venezuela are
deteriorating very fast.
• For instance, corruption is one of the biggest problems in
the country.
• In the Corruption Perceptions Index of Transparency
International, Brazil now ranks 105th among 180 countries
and territories in the world (Transparency International,
2019).
Add a Footer 4

5. ECONOMIC
FACTORS
5

6. ECONOMIC FACTORS
• Brazil is the 9th largest economy in the world by nominal GDP. $1.868 Trillion
• Brazil’s economy entered into recession in 2015 with a growth rate of -3.8% and
in 2016 with a growth rate of -3.6%. Things reversed in 2017 and the economy
saw a growth rate of 1.4% in 2018
• Many forecasts suggest that the Brazilian economy will grow in 2019 and will
continue to do so in coming years (Banco Santander, 2019). The unemployment
rate in 2018 was 11.8%; however, it was 1% less than the rate recorded in 2017
• Brazil is also the leading sugar producer and exporter in the world. 25% of sugar
produced in Brazil caters for the local needs, while the rest 75% is exported to
more than 100 different countries.
6

7. EXPORTS AND
IMPORTS
• Soybeans, Iron Ore, Crude
Petroleum, Raw Sugar, and Cars are
the top exports of Brazil, while
Refined Petroleum, Vehicle Parts,
Packaged Medicaments, Integrated
Circuits and Cars are the top
imports.
• The top export destinations of Brazil
are China, the United States,
Argentina, the Netherlands, and
Germany. The top import origins are
China, the United States, Argentina,
Germany and South Korea (Atlas,
2019).
FDI
• As mentioned above, Brazil is a key
part of the BRICS (Brazil, Russia,
India, China and South Africa)
group. It has undertaken a number
of initiatives to encourage foreign
direct investment (FDI) into the
country. It is worth mentioning that
Brazil is the 4th largest FDI recipient
in the world; however, FDI in the
country took a downturn in the first
semester of 2018 (Banco Santander,
2019).
7

8. SOCIAL
FACTORS
8

9. POPULATION DIVISION
• It has a total population of approximately 208
million.
• According to the National Research by Household
Sample (PNAD) of 2008, 48.43% of the population
(about 92 million) described themselves as White;
43.80% (about 83 million) as Pardo (brown), 6.84%
(about 13 million) as Black; 0.58% (about
1.1 million) as Asian; and 0.28% (about 536
thousand) as Amerindian (officially called indígena,
Indigenous), while 0.07% (about 130 thousand) did
not declare their race.
9
48.43%
43.80%
6.84%
0.58%
0.28%
0.07%
Percentage
White Brown(Prado) Black Asian Amerindian No race

10. CONT.
• It lifted millions of people out of poverty in the
last 15 years; however, an estimated 10% of the
population still live in poverty (Banco Santander,
2019).
• Likewise, criminal violence is also a major area
of concern for the country.
• Putting social challenges aside, the middle class
is rapidly growing in Brazil. Brazilians are very
modern and up-to-date with the fashion world.
10
• Many people love buying expensive, luxurious and
branded products.
• Brazilians love football frantically and they are always one
of the leading contenders of the world champion title in
FIFA World Cup.
• In fact, Brazil has produced some of the greatest
footballers of all times.
• Here is economic inequality with the population as
around 20% of the population lives under the poverty
line.

11. AGE RATIO
11
POPULATION BY BROAD
AGE GROUPS (2020)
20.71%
15.70%
44.09%
9.91%
9.59%
Age Group's share of total pop.
0-14 15-24 25-54 55-64 65+

12. 12
SHARE OF POPULATION
20.71%
69.70%
9.59%
Share of Total Population
Youth (0-14 years old) Working Age Population (15-64 years)
Elderly (65+ years old)

13. CULTURAL VALUES
• Large Family Group
• Close Knit Family
• Working Relationships
• Nepotism is actually encouraged
and looked at as a way to hire
employees you know and trust.
• Household and Roles
• Originally, Brazil's social structure
was primarily patriarchal in nature.
Men were typically in positions of
power and head of the household.
• Family Meals
• Families typically gather together
for meal times
Gender Issues
• Women's societal roles in Brazil have
been heavily impacted by
the patriarchal traditions of Iberian
culture, which holds women subordinate
to men in familial and community
relationships.
• Brazil is thought to possess the most
organized and effective women's
movement in Latin America, with visible
gains having been made over the past
century to promote and protect the legal
and political rights of women.
• Despite the gains made in women's
rights over the past century, women in
Brazil still face significant gender
inequality, which is most pronounced in
the rural areas of Northeastern Brazil.
13

14. WOMEN PARTICIPATION
IN WORKFORCE
• On March 8th, International
Women´s Day, Brazilian women
workers will on average earn 23
percent less than men, even
though women’s education level
is higher.
• In the formal sector, the only
area that the Labor Ministry
tracks, the difference in pay fell
from 17 percent in 2007 to 15
percent in 2016.
• Gini Index - 51.30 in 2015
Gender Issues
• Women not only earn less than men,
but have difficulties entering the
workplace. In Brazil, 78 percent of
men hold paid jobs, compared with
only 56 percent of women, based on
International Labor Organization
(ILO) estimates.
• Politics also remains mostly a men’s
club in Brazil. Only 11 percent of
members of Congress are women,
the third lowest percentage in Latin
America, after Haiti and Belize,
according to the United Nations.
14

15. TECHNOLOGICAL
FACTORS
15

16. TECHNOLOGICAL FACTORS
• Technological environment is the next element to discuss in the PESTEL
analysis of Brazil. Sao Paulo has witnessed a technology boom in recent
years, particularly in software for Web and mobile development.
• Brazilians are among the most enthusiastic users of social media in the
world, and approximately 50% people are engaged in online activities
of some sorts (BBC, 2019). In fact, Brazil has the 5th largest number of
mobile phone and Internet users in the world.
• Brazilians prefer using mobile phones or communicating with family
and friends using the Internet.
16

17. LEGAL
FACTORS
17

18. LEGAL FACTORS
• It is a very common practice for contracts of employment to be
written, even though written contracts of employment are not usually
required under the Brazilian law.
• While Brazil encourages foreign direct investment in general, it puts
restrictions in certain sectors.
• For instance, investing in postal services, financial institutions, nuclear
energy, and private security and transport is either restricted to
Brazilians only or subjected to the authorisation of the Government of
Brazil
18

19. LEGAL ENVIRONMENT
• Opening any sort of business in
Brazil involves large amounts of
paperwork, there are still numerous
regulations and it is a lengthy
process.
• Brazil, represented by Sao Paulo as
the largest business centre, ranks
119 out of 155 in ease of doing
business.
• This is behind other major emerging
markets. For example, South Africa
ranks 29, Mexico 73, Russia 79, and
India 116.
Ease of Business
• Starting a business is easiest in the
states of Minas Gerais and Rio Grande
do Sul. It is most difficult in Sao Paulo,
Ceara, and Maranhao.
• The time to start a business varies
widely across states-from 19 days in
Minas Gerais to 152 days in Sao Paulo.
• It takes 19 different steps to start a
business in Ceara, and 18 in Maranhao
and Santa Catarina.
• There are specific laws regulating
pricing models, where we need to take
care, especially while eventually
promoting sales. Also, every enterprise
is required to pay extra (13th bonus)
salary to its employees.
19

20. RETAIL MARKET
20

21. RETAIL MARKET
• Retail and consumer is a USD 600
billion market that accounts for
nearly 20% of the country’s gross
domestic product.
• a large domestic market with a 203
million strong population and
cumulative household spending of
around USD 1.4 trillion.
• It is amongst the three largest
markets for Unilever, Nextel, Avon,
P&G, TIM, J&J and the second
largest global producer of organic
food (after USA).
• Brazilian retail sales stood at
R$1,561.6 billion in 2017 and are
projected to grow at 5.4% CAGR
during 2017-2022.
• While food & grocery is the largest
sector, health & beauty produces the
fastest growth
• The value for GINI index (World Bank
estimate) in Brazil was 53.30 as of
2017.
• Average salary of $7100 USD over a
year
21

22. THANK YOU
22