Doing business with Latin America. Gabriela Castro-Fontoura
Читать онлайн книгу.
into account rent, clothes, food and transport. I remember that ten years ago you could get a hotel in Buenos Aires for £30 and a meal for two for £10. This is not the case now!
Remember that those foreign nationals buying from you in the UK make you an exporter. One great way of thinking laterally about these markets is to target Latin American consumers in your own country – you will be helping the UK economy and your own business, and you also have the fantastic opportunity to conduct some market research in your own back garden.
One last point to bear in mind regarding currencies is that even if you are not an expert in currency markets, it is important that either you or someone in your business keeps an eye on what is happening to these currencies. A shock to the Brazilian real, for example, if you are heavily exporting to this country, will impact on the exchange rate (with the US dollar or Sterling) and will no doubt affect your bottom line. Is there anything you can do about it? Probably not, since this is outside your control, but what you can do is be aware of changes and plan accordingly – I will deal with currency risks in more detail later.
7. Major events
Without doubt, one of the main reasons why the UK, and the world, is looking at Latin America is that many businesses have their eyes set on two of the biggest events in the world, both taking place in Brazil. That is the FIFA World Cup in 2014 and the Olympic Games in 2016. I will deal with the opportunities attached to these events later.
However, these are not the only two events Latin America will be seeing in the next four years. Any regional event, such as the Copa Libertadores, in a continent of over 600 million people, is likely to attract plenty of attention. And don’t forget that the FIFA World Cup Qualifiers are already taking place.
It is not just about football. Other sporting events such as Formula One and tennis attract large audiences (live and via TV/internet). How can you tap into this? Latin Americans are football mad (the author included) and are also likely to watch the English Premier League and the UEFA cup, for example. What does this mean to you?
Outside sport, there are some major events. For example, there is a major fashion week in Sao Paulo every year that attracts worldwide attention. There are specialist trade shows, from mining to franchising, that are established gatherings for a specialist crew. And a telenovela (soap opera) can bring a whole country to a halt, such as Avenida Brasil, which has 46 million regular viewers every night.
Конец ознакомительного фрагмента.
Текст предоставлен ООО «ЛитРес».
Прочитайте эту книгу целиком, купив полную легальную версию на ЛитРес.
Безопасно оплатить книгу можно банковской картой Visa, MasterCard, Maestro, со счета мобильного телефона, с платежного терминала, в салоне МТС или Связной, через PayPal, WebMoney, Яндекс.Деньги, QIWI Кошелек, бонусными картами или другим удобным Вам способом.