Kraft Mac and Cheese in Brazil MAR4156.001 Semester Project !

! !Created By: Nicholas Julian, Adriana Covate, Christina Bernarducci, Brad West !International Marketing 4156: Professor Jill Solomon !April 14, 2015 !

!Executive Summary

Kraft Mac and Cheese is a tasty, fast, and inexpensive solution to dinners and lunches for

every household. Since purchasing its first factory in the United States in 1914, it has expanded

and has presence in Canada. Kraft now holds 98% of the household market in the United States

and Canada. Due to its high demand, it is one of the world’s leading prepared cheese products.

Though there is a manufacturing facility in Brazil, Kraft Mac and Cheese is not currently sold

there.

Kraft Foods has decided to expand the popular Kraft Mac and Cheese into Brazil. With a

Kraft Foods plant existing in Northeast Brazil that produces frozen biscuits, chocolate, and

powdered drinks, the addition of Mac and Cheese line will be beneficial. We intend to use a

product extension strategy in order to minimize production costs and invest in a national

marketing campaign to include in store brand ambassadors, matching every box sold to donate,

and enlisting a pro Brazilian soccer player to be the national spokesperson.

With Brazil home to 200 million people and the largest market in South America,

expanding to Brazil just makes sense. Manufacturing and selling Kraft Mac and Cheese in Brazil

aligns with its existing family culture. Positioning Kraft Mac and Cheese as a fast and convenient

meal for families is fundamental to the growth of our new product launch. To help appeal to

Brazilians, Kraft Mac and Cheese will continue to use their trademark color schemes of royal

! 2

blue and yellow. These initiatives will promote word of mouth marketing amongst family and

friends in Brazil.

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! 3

Table of Contents

!Executive Summary …………………………………………Page 2

!Product Description………………………………………… Page 4

!Country Description of Brazil ……………………………… Page 6

!Political Climate …………………………………………… Page 12

!Recommendations for Marketing ………………………… Page 15

!Market Segmentation ……………………………………… Page 17

!Competitive Environment …………………………………… Page 18

!Channel Options ………………………………………………Page 19

!Pricing Strategy ……………………………………………… Page 20

!References………………………………………………………Page 21

!

! 4

Product Description

!Kraft Macaroni and Cheese is a fast, convenient, and affordable meal. Originally

developed with the slogan “make a meal for four in nine minutes,” it is a simple and cheap meal

that is popular across the globe. For the modern day family or individual, the demand for quick 1

meals is at an all time high. This product is a great source of calcium and carbohydrates, which is

vital for active lifestyles and growing children. Kraft Mac and Cheese incorporates bold cheese

flavor as the center stone of its product. Moreover the cheese sauce can be incorporated with

vegetables making the product very attractive to health conscious parents. In recent years Kraft

has expanded the macaroni product line to include several flavor variations and microwavable

single servings.

Kraft Mac and Cheese began in 1914 when J.L. Kraft and his brothers purchased their

first cheese factory in Stockton, Illinois where they began producing processed cheese in 3-1/2

and 7-3/4 ounce tins. J.L. Kraft’s method of producing processed cheese was so revolutionary

that in 1916, he obtained a patent for it and in 1917 the company started supplying cheese in tins

to the U.S. Government for the armed forces in World War I. 2

J.L. Kraft followed up on his success with processed cheese in tins by introducing many

additional products, including processed cheese in loaves, Velveeta Process Cheese, Philadelphia

Cream Cheese, Miracle Whip Salad Dressing and Kraft Dinner Macaroni and Cheese. He used

! 5

! "About Us." James L. Kraft (1874-1953). Web. 2 Mar. 2015. <http://www.kraftfoodsgroup.com/About/history/1

JLKraftBio.aspx>.

“History of Product.” James L. Kraft. Web. 3 Mar. 2015. <http://www.kraftfoodsgroup.com/About/history/2

JLKraftBio.aspx>.

innovative advertising to promote his products and was a pioneer in the sponsorship of television

and radio shows. The company’s “hands” commercials, showing a pair of hands preparing

recipes using Kraft products, became a symbol of the company’s advertising success. Aggressive

sales merchandising techniques contributed further to the company’s growing market share in an

increasingly diverse line of products. Since then, Kraft Mac and Cheese has been one of the

world’s leading prepared cheese products in all markets. 3

Kraft Mac and Cheese is present primarily in two markets, the United States and Canada.

It has a total of 36 manufacturing facilities as well as 39 distribution centers. There are two

manufacturing facilities and three distribution centers located in Canada. In the United States,

Kraft has 34 manufacturing and processing facilities and 36 distribution centers. It used a 4

greenfield operation entry strategy to enter Canadian market. It holds 98% of the household

market in the United States and Canada.5 In addition to these manufacturing facilities in the

United States and Canada, Kraft also has a factory in Pernambuco, Brazil, which manufactures

various Kraft products not including its Mac and Cheese.

Kraft Mac and Cheese uses penetration pricing in order to attract its customers. A box of

Kraft Mac and Cheese in the United States on average is less than $1. Joining with children’s 5

TV shows and movies, Kraft produces mac and cheese in the shapes of popular characters. In

! 6

“Marvelous Macaroni and Cheese.” Web. 15 Mar. 2015. <http://www.smithsonianmag.com/arts-culture/3

marvelous-macaroni-and-cheese-30954740/?no-ist>.

“Company Detail.” Web. 6 Mar. 2015. http://mergentonline.com/companydetail.php?4

pagetype=businesssegments&compnumber=135129>.

"KRAFT Macaroni & Cheese | You Know You Love It | Products."Web. 26 Mar. 2015. <http://5

www.kraftmacandcheese.com/Products>.

order to gain more of the market, Kraft uses price promotions. In many stores, multiple boxes are

bundled together and sold for a family value price.

!Country Description !

Brazil’s population consists of approximately of 198 million people with the median age

of 30 years old. Five to nine years of age has 14,969,375 people accounting for 7.8% of the total

population. In addition ten to fourteen years of age totals 17,166,761 people which is 8.9% of the

entire population. Also, from 25-29 there are 17,104,413 people. Children are the primary target

market and secondary market being adults purchasing the product for their children. 6

The economic system of Brazil operates as a classified mixed economy with moderately

free markets in conjunction with socialist ideals. Brazil’s market is classified as developing with

14,750 per capita and a total gross domestic product of 2.246 trillion. Moreover according to 7

Global Marketing Eighth Edition, Brazil is classified as an upper-middle-income country along

with Russia, China, and South Africa or often referred to as “BRICS”. Globally Brazil accounts

for the seventh largest consumer market and the largest economy in Latin America. 8

Brazilian Real is the national currency of Brazil with the exchange rate between the

Brazilian Real per dollar is .35. Globally Brazil has one of the fastest growing economies with

107.1 million workers and an unemployment rate of 6%. Within Brazil, the income distribution

! 7

“Brazil Facts.”Web. 7 Mar. 2015. <http://darkwing.uoregon.edu/~sergiok/brasil/brafacts.html>.6

“2015 Index of Economic Freedom.” Web. 15 Mar. 2015. <http://www.heritage.org/index/country/brazil>.7

Global Income Distribution. N.p., Web. 20 Mar. 2015.<http://pseudoerasmus.com/2014/09/29/8

worldincomedistribution/>.

is extremely varied with extreme poverty still prevalent across the country with 8.9% of the

Brazilian population living at or below the national property line as of 2013.

!! !!!!!!!!!!!!!!!!!!!!!!!!!

The Gross Domestic Product (GDP) in Brazil was worth 2245.67 billion US dollars in

2013. The GDP value of Brazil represents 3.62 percent of the world economy. GDP in Brazil

averaged 536.88 USD Billion from 1960 until 2013, reaching an all time high of 2476.69 USD

Billion in 2011 and a record low of 15.17 USD Billion in 1960. 9

! 8

“2015 Index of Economic Freedom.” Web. 15 Mar. 2015. <http://www.heritage.org/GDP/Worth/country/brazil>.9

The Gross Domestic Product per capita in Brazil was last recorded at 5823.04 US dollars

in 2013. The GDP per Capita in Brazil is equivalent to 46 percent of the world's average. GDP

per capita in Brazil averaged 3791.85 USD from 1960 until 2013, reaching an all time high of

5823.04 USD in 2013 and a record low of 1726.57 USD in 1960. 10

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! 9

“2015 Index of Economic Freedom.” Web. 15 Mar. 2015. <http://www.heritage.org/GDP/country/brazil>.10

Brazil’s religious inclination primarily consists of three-quarters of the population being

Roman Catholics. In fact, there are more Catholics in Brazil than in any other country in the

world. 11

!According to the last census, the Brazilian population is constituted by 64.6 % Roman

Catholics, 22.2 % Protestants, and 8% No religion. A study made by Galileu magazine claimed

that there are 125.5 million Catholics in Brazil. The Brazilian Catholic Church has 10,218

parishes, 298 bishops and 18,685 priests. The same study has estimated that per each priest there

are four ministers and that Catholics give only 0.54% of the family earnings to the church, while

Protestants give from 1.48% to 2.26% of the family earnings. 12

The educational exclusion in Brazil show that of a total population of about 184 million

(of whom 62% are aged under 29), there are 65 million young people and adults aged 15 or over

who have not completed primary education. Of these 65 million 33 million are functionally

illiterate and have not even completed 4th grade and 14.6 million are completely illiterate.

In the 15 to 24 year age bracket - an important age-group that will provide the future critical

mass of the country - 19 million people have not finished primary education and almost three

million are completely illiterate. 13

! 10

“All About Religions in Brazil.” Web. 17 Mar. 2015. <http://thebrazilbusiness.com/article/all-about-religions-in-11

brazil>.

“The Brazil Business.” Web. 18 Mar. 2015. <http://thebrazilbusiness.com/article/all-about-religions-in-brazil>.12

“National Research and Development Centre for Adult Literacy and Numeracy.” Web. 20 Mar. 2015. <http://13

www.nrdc.org.uk/index.asp>.

School is compulsory for all children between seven and 14 years of age. However, this is

seldom enforced, as many children live in rural areas or have to work to make money for their

families instead of spending time at school. Public schools often lack plumbing and heating and

the structures are dilapidated and neglected. This has led to a high rate of illiteracy and

unemployment in Brazil, which has, in turn, led to even less schooling as these ones must then

involve their children in the work sector to bring in extra funds. The vicious cycle continues.

!In 2010, Brazil had 203 million mobile phones and the mobile Internet was still growing.

Brazil has 21 million devices used to provide access to Internet, representing 60% of the total

number of this type of device in Latin America (36 million). Television is the most popular

media in Brazil, which is present in 95% of the households.

In 2010, there were 81.3 million internet users in Brazil. 31% of them use Internet cafes

and 27% access the web from home. The rest is divided between the users who access the web

from their mobile phone and from work or friends' houses. 14

! !!!!!!!!!!

! 11

“Brazil Telephone Statistics: Number of Fixed Lines, Mobile Phone Penetration Rate.” Web. 20 Feb. 2015. http://14

www.economywatch.com/economic-statistics/Brazil/Telephone_Statistics/>.

!!!!!!!According to Hofstede’s Typology, Brazil ranks 69 in power distance and 38 in individualism.

Also, Brazil is ranked 49 in masculinity and 76 in uncertainty avoidance. Finally, Brazil is

ranked 44 in long-term orientation and 59 in indulgence. 15

!Brazilian family structure has changed in the past thirty years significantly. Traditionally,

families consisted of one working father, one nurturing/caretaking mother, and several children.

However, in recent years, a rise has occurred in families with two working spouses or single

parent homes. When children marry, they typically stay close to home. Children in Brazilian

families are expected to contribute to the family’s workload and bills. However, family

relationships still play a key role in social and business interactions. 16

Unfortunately, housing has become a social issue in Brazil. With a housing deficit of

nearly seven million units, Brazilian migrants have been forced to build homes with a lack of

funds and without proper utilities due to rapid urbanization of cities and the increasing

population.

Brazilians typically eat six meals a day: breakfast, brunch, lunch, tea (or midday snack),

supper, and late supper. Rice and beans is a staple, and popular dishes include different pasta

dishes such as spaghetti alla carbonara and penne con carne asada. Salgadinhos are also

! 12

“The Hofstede’s Centre” Web. 17 Mar. 2015. <http://geert-hofstede.com/brazil.html>.15

“Brazil Culture.” Web. 18 Mar. 2015. < http://www.brazil.org.za/brazil-culture.html>.16

prevalent in Brazil and are the equivalent to Spanish tapas. Pizza is a very popular meal

alternative, as is Chinese cuisine (similar to American Chinese cuisine). Because pasta is so

common, as well as salgadinhos, in Brazilian culture, Kraft Mac n’ Cheese is a perfect fit for

Brazil. 17

! !Political Climate !

Brazil faced heavy adversity and political unrest until the 1980’s, when the country

adopted democracy. Since then, several coalition political parties have remained in power: the

Party of Brazilian Social Democracy (PSDB), the Liberal Front Party (PFL), and the Party of the

Brazilian Democratic Movement (PMDB). The current president is Dilma Rousseff, whose

approval ratings have plummeted since a multi-billion dollar corruption scandal at Petrobas, a

state controlled oil giant.

Brazil has a multiparty political system, with full freedom affiliation. Within Brazil, no

one party has single control or no “two- party state” like in the United States instead, Coalition

Democracy exists. Cooperation and teamwork reign supreme in Brazil where parties must create

alliances to expand their voting bloc. With the several distinct voting groups, fundamentality it is

impossible for Brazilians to always agree with each other but on national issues can find a

common ground such as the economy or education.

According to the Tribunal Superior Eleitoral, TSE (Superior Electoral Court), Brazil

counts with 32 registered parties, with more than 15 million people affiliated. Still, there are

more than 40 others parties waiting to be legalized. In total, there are over 70 parties! Hard to

! 13

“Food in brazil.” Web. 15 Mar. 2015. < http://www.foodbycountry.com/Algeria-to-France/Brazil.html>.17

think of 70 different governance ideologies when you take a look at what politics have been

doing in Brazil.

Of its 32 officially registered parties, Brazil is actually governed by a group of five

parties that dominate the national political landscape.

!

PT - Partido dos Trabalhadores (Worker's Party)

The Worker's Party was officially launched in 1982, from a trade union organization of workers

in the state of São Paulo, led by former president Luis Inácio Lula da Silva. After Lula's

administration (2003-2011), PT successfully conducted other of its members, president Dilma

Roussef, to presidency. With a center-left orientation, PT is one of the most expressive parties in

Brazil. There are 1,566,208 affiliates, 89 Congressmen, 149 State deputies, 14 Senators and 5

Governors.

PSBD – Partido da Social Democracia Brasileira (Brazilian Social Democracy Party)

PSDB was founded in 1988 by important figures of national politics, as former president

Fernando Henrique Cardoso. The party classifies its orientation as center-left, but several left-

wing intellectuals and critics define PSDB actions as center-right. PSDB dispute the political

hegemony in Brazil. In a recent past, you could see a significant difference between the two

parties, but nowadays they adopt pretty much the same political and economic measures. There

are 1,410,917 Affiliates, 53 Congressmen 53, 11 Senators, and 8 Governors.

! 14

PMDB – Partido do Movimento Democrático Brasileiro (Brazilian Democratic Movement Party)

Like PSDB, PMDB was born from one of the dictatorship parties, the MDB. It is a center-right

party. There are 2,420,327 Affiliates, 79 Congressmen, 152 State deputies, 18 Senators, and 5

Governors.

DEM – Democratas (Democrats)

DEM is a center-right party, adept to the liberalism. It was created in 2007, to replace the PFL

after dissidence in the party. There are 1,224,069 Affiliates, 27 Congressmen, 64 State deputies, 4

Senators, and 2 Governors.

PP – Partido Progressista (Progressive Party)

The PP origins remounts to dictatorship party ARENA. It is known for its religious right-wing

orientation. There are 1,405,393 Affiliates, 44 Congressmen, 49 State deputies, 5 Senators, and

no Governors. Smaller parties often make alliances with at least one of those five major parties. 18

Recommendations for Marketing

!To help appeal to locals in Brazil, Kraft Mac and Cheese will continue to use the color

schemes of royal blue and yellow. In order to reinforce brand awareness, Kraft Mac and Cheese

! 15

“Political Parties in Brazil. The Brazil Business. Web. 26 Mar. 2015. 18

<http://thebrazilbusiness.com/article/political-parties-in-brazil>.

will be available to sample and purchase at Extra and Carrefour, which are the two largest

grocery stores in Brazil. Both are located in Brazil’s tourist and economic capital- Rio de Janeiro.

In addition to Rio Janeiro, Kraft intends to launch in the largest cities in Brazil including Sao

Paulo, Salvador, Brasillla, and Fortaleza. 19

Additionally, for the first month of introducing the product, both supermarkets will have

sampling parties every week where customers can taste the cheesy and creamy flavors of Kraft

Mac and Cheese and observe the different family sized and individual sized portions that are

available for them. Along with the sample parties, there will be a BOGO deal that if customers

buy one box, they will receive a second box free. This deal will also be valid for a month.

Moreover, to help ease the transition into the Brazilian market, a professional Brazilian soccer

player, Neymar da Silva Santos, will be featured on billboards around the country in a national

campaign for Kraft Mac and Cheese. Mac and Cheese will also be sponsoring the 2016 Summer

Olympics in Rio de Janeiro. They will be labeled as the “Official Mac and Cheese of the

Olympics” and will be on all merchandise sold at the event.

In order to continue brand awareness and keep customers engaged in Kraft products, we

will create an email list and send monthly newsletters to customers regarding new Mac and

Cheese recipes and money-saving coupons that they can use at specific locations.

Kraft Mac and Cheese will also build awareness by utilizing Facebook and Instagram to post

about when and where sampling parties will take place as well as to share new recipes to try at

home. Kraft will also create a family oriented commercial that will air on television throughout

the country. To continue holding customers attention after the month long sampling parties, Kraft

! 16

“Brazil Culture.” Web. 18 Mar. 2015. < http://www.brazil.org.za/brazil-culture.html>.19

Mac and Cheese will have multiple food trucks that will travel through the city of Rio de Janeiro

selling Mac and Cheese platters, sandwiches, and different foods that incorporate Mac and

Cheese to locals. Furthermore, Kraft will also cater to one elementary school a month to help

feed children who experience poverty and malnutrition as well as to better advertise their product

and be able to have young children taste the product to influence their parents to purchase it.

Market Segmentation

!The demographic segmentation for Kraft Mac and Cheese is people ages 18-40. This

accounts 80,117,436 people. 21 This group includes young parents shopping to provide for their

children and families, which accounts for 68,136,000 or 34% of the total population of 200.4

million people. 48,496,800 or 24.2% of the total population is younger than 14 and they are all

dependent on their parents for fulfillment their basic needs 20

By purchasing Kraft Mac and Cheese, parents are preventing child hunger. With

17,835,600 or 8.9% of the population in Brazil falling below the poverty line, child hunger and

underweight children is a major concern. Conscious of this fact, parents want to be able to feel 21

good about the food they prepare for their children as well as be able to afford it. In addition to

child hunger, parents are also short on time. Due to changing roles and family structures, parents

seek quick meal solutions. Since, Kraft Mac and Cheese is inexpensive quick to prepare it is

within the reach of consumers and will satisfy their needs.

! 17

"Brazil People Stats, NationMaster." 1950-2100. <http://www.nationmaster.com/country-info/profiles/Brazil/20

People/All-stats>.

“The Brazil Business.” Web. 18 Mar. 2015. 21

<http://thebrazilbusiness.com/article/childhunger>.

Competitive Environment

Brazil is the third largest pasta producer in the world, but ranks only 13th in worldwide

pasta consumption. On average, Brazilians consume 5.7 kg of pasta a year per person. The 22

population of Brazil in 2015 is 200.4 million people, and the average life expectancy is 74 years

old. That being said, it is important for any emerging pasta brand to appeal to a wide range of

consumers. Direct competitors include M. Dias Branco and Perdigao. M. Dias Branco is the

largest pasta and biscuit producer in Brazil, producing 1.121 billion Brazilian Real in sales last

year, holding 29.7% of the pasta market share. In 2014, Perdigao’s annual sales were over 4.3

billion Brazilian Real in several different food categories, including over 34.4% of the ready-to-

eat frozen pasta market. Kraft’s mac and Cheese indirect competitor is Brazil Fast Food Corp. 23

Brazil Fast Food Corp. produces large amounts of pre-made pasta dishes in selected

supermarkets and restaurants in Brazil. In 2014, the corporation had annual sales over 8.73

million Brazilian Real. Kraft Mac and Cheese’s competitors allow for a guideline to follow by

observing its competitors markets and how they produce and manufacture their own products

within the country.

!Channel Options !

Kraft was a Greenfield operation as of May 2011. The American based company pledged

$200 million dollars to help fund a production facility in Pernambuco, Brazil (Northeast Region).

From this facility, Kraft will be able to produce a variety of products including chocolate,

! 18

Dynamics in Chains and Networks." Google Books. Web. 30 Mar. 2015. 22

https://books.google.com/books?id=4qeI8>.

"Perdigao s one of Brazil’s largest Employers.” Web. 30 Mar. 2015. <http://ir.brfglobal.com/23

conteudo_en.asp&conta=44&id=197130>.

biscuits, and frozen food. The current market estimate for Brazil is 80 million US dollars, with

room for growth. In order to distribute the Kraft Mac and Cheese throughout the country, we

intend to distribute directly to wholesalers, grocery stores, and merchants. Employing several

channel options such as delivery trucks and packaging/shipping distributors which will allow our

product to reach a large vast of Brazilians in the most cost effective way. 24

Pricing Strategy

!Kraft Mac and Cheese is going to execute a price penetration strategy to help break into

the country. Being that Brazilians have a fascination with pasta and cheese from the popular

dishes that are eaten in the country, Mac and Cheese will be popular in Brazil with baseline

prices in a BRIC country. Kraft foods will employ product extension, which will reduce cost of

production.

The average box of Kraft Mac and Cheese price to produce in the United States is

estimated at $.89 cents. More specifically, Brazil is a developing market for Kraft and after the

recent $200 million dollar infrastructure investment, our margins plan to be long term oriented.

With that said, the pricing for a single box of Mac and Cheese will be 3.19 Brazilian Real, which

is equivalent to one American dollar. This was determined since a box of Mac and Cheese is

right under $1 in the United States, it seems appropriate to make it to the equivalent of a

Brazilian Real. Allowing for Mac and Cheese to be at this selected price will allow for Brazilians

! 19

"Kraft Foods in Brazil Expansion.” PR Newswire. A UBM Pic Company, 2 May 2011. Web. 20 Mar. 2015. 24

<http://www.prnewswire.com/news-releases/kraft-foods-invests-200-million-in-brazil-expansion-121096269.html>.

to purchase the product at a low price and still experience a great tasting product. Also, Kraft 25

products are all relatively affordable, therefore, using similar pricing as it is sold in the United

States will lead to the product being a success in Brazil.

!!!!!!!!!!!!!!!!!!

! 20

"Brazil: Kraft Capitalises on Chocolate and Biscuit 25

Growth."ConfectioneryNews.com. 3 May 2011. Web. 26 Mar. 2015. <http://www.confectionerynews.com/Manufacturers/Brazil-Kraft-capitalises-on- chocolate-and-biscuit-growth>.

References

!1 "About Us." James L. Kraft (1874-1953). Web. 2 Mar. 2015.

<http://www.kraftfoodsgroup.com/About/history/JLKraftBio.aspx>.

2 “History of Product.” James L Kraft (1874-1953). Web. 3 Mar. 2015.

<http://www.kraftfoodsgroup.com/About/history/JLKraftBio.aspx>.

3 “Marvelous Macaroni and Cheese.” Web. 15 Mar. 2015.

<http://www.smithsonianmag.com/arts-culture/marvelous-macaroni-and-

cheese-30954740/?no-ist>.

4 “Company Detail.” Web. 6 Mar. 2015.

<http://mergentonline.com/companydetail.php?

pagetype=businesssegments&compnumber=135129>.

5 "KRAFT Macaroni & Cheese | You Know You Love It | Products."Web. 26 Mar. 2015.

<http://www.kraftmacandcheese.com/Products>.

6 “Company Detail.” Web. 6 Mar. 2015.

<http://mergentonline.com/companydetail.php?

pagetype=businesssegments&compnumber=135129>.

7 “Brazil Facts.”Web. 7 Mar. 2015. <http://darkwing.uoregon.edu/~sergiok/brasil/brafacts.html>.

8 “2015 Index of Economic Freedom.” Web. 15 Mar. 2015.

<http://www.heritage.org/index/country/brazil>.

9 “Global Website Distribtion. N.D. Web. 20 Mar. 2015.

<http://pseudoerasmus.com/2014/09/29/world-income-distribution/>.

! 21

10 “2015 Index of Economic Freedom.” Web. 15 Mar. 2015.

<http://www.heritage.org/GDP/Worth/country/brazil>.

11 “2015 Index of Economic Freedom.” Web. 15 Mar. 2015.

<http://www.heritage.org/GDP/Worth/country/brazil>.

12“2015 Index of Economic Freedom.” Web. 15 Mar. 2015.

<http://www.heritage.org/GDP/country/brazil>.

13“All About Religions in Brazil.” Web. 17 Mar. 2015.

<http://thebrazilbusiness.com/article/all-about-religions-in-brazil>.

14“The Brazil Business.” Web. 18 Mar. 2015.

<http://thebrazilbusiness.com/article/all-about-religions-in-brazil>.

15“National Research and Development Centre for Adult Literacy and Numeracy.” Web. 20 Mar.

2015. <http://www.nrdc.org.uk/index.asp>.

16“Brazil Telephone Statistics: Mobile Phone Penetration Rate.” Web. 20 Feb. 2015.

<http://www.economywatch.com/economicstatistics/Brazil/Telephone_Statistics/>.

17“The Hofstede’s Centre” Web. 17 Mar. 2015. <http://geert-hofstede.com/brazil.html>.

18 “Brazil Culture.” Web. 18 Mar. 2015. < http://www.brazil.org.za/brazil-culture.html>.

19 “Food in brazil.” Web. 15 Mar. 2015.

< http://www.foodbycountry.com/Algeria-to-France/Brazil.html>.

20 “Political Parties in Brazil. The Brazil Business. Web. 26 Mar. 2015.

<http://thebrazilbusiness.com/article/political-parties-in-brazil>.

21 Dynamics in Chains and Networks." Google Books. Web. 30 Mar. 2015.

<https://books.google.com/books?id=4qeI8n3im6sC&pg=PA222&lpg=PA222&dq=5.7>.

! 22

22 "Perdiago is one of brazil’s largest Employers." Web. 30 Mar. 2015.

<http://ir.brfglobal.com/conteudo_en.asp?idioma=1&tipo=52226&conta=4&id=197130>.

!23"Foodservice Trends in Brazil." Agriculture and Agri-Food Canada;Government of Canada.

Web. 30 Mar.2015. <http://www.agr.gc.ca/eng/ foodservice-trends-inbrazil/?

id=1420484704695>.

24 "Kraft Foods in Brazil Expansion.” PR Newswire. A UBM Pic Company, 2 May 2011. Web.

20 Mar. 2015. <http://www.prnewswire.com/news-releases/kraft-foods-invests-200-

million-in-brazil-expansion-121096269.html>.

25 "Brazil: Kraft Capitalises on Chocolate and Biscuit

Growth."ConfectioneryNews.com. 3 May 2011. Web. 26 Mar. 2015.

<http://www.confectionerynews.com/Manufacturers/Brazil-Kraft-capitalises-on-

chocolate-and-biscuit-growth>.

!!!!!!

! 23