The Scenario – You are the manager of an Aviva company in the UK. The company seeks growth opportunities and considers expanding further into the global marketplace. The first screening of international markets led to a short list of two potential target country markets – one developed (United State) and one emerging economy (Brazil). The board of Aviva company is asking you to develop a global marketing plan for United State. Your colleague is asked to write a marketing plan for Brazil. The board would like to see both plans before making a final decision which country to target.
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