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Essay On Pestel Analysis In Brazil

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Pestel Analysis As we have seen Brazil provides a breeding ground for what concerns beauty and personal care. However, in order to deeply understand the external Brazilian environment, we also have to examine the market from a strategical point of view. The Pestel analysis is vital for our company to better comprehend how to enter the country cleverly and more consciously. The macro-environmental factors we will analyse are five: political, economic, social, technological and legal. These aspects are the most important for Treatwell because they have a real impact on the organisation, and thanks to them we can identify weaknesses and threats of our entry strategy. Political For the last three years, Brazil has been involved in a very big scandal which started from a state-owned oil company, including also top businessmen and even politicians. Petrobras is the biggest state-oil company existing in Brazil, in addition in 2008 was also named as the world’s most ethical oil and gas company. However, the directors of this firm were accused by investigators of bribing the government in exchange for awarding contracts. Moreover, the Workers’ Party was dragged into this scandal accused of using some of these …show more content…

Since the main characteristic of beauty salons in Brazil is that they are for the majority local, we decided to use strategic alliances as a means to enter the market. Strategic alliances can help us to make cooperative agreements between our potential competitors, in this case, local beauty salons. Indeed, without their endorsement, we will not be able to be successful in the Brazilian market. Since Treatwell’s actual strategy is to make alliances with salons, we thought to adopt the same policy because both in Europe and Brazil there is a high presence of local businesses. Moreover, strategic alliances can benefit both parties under many

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