Abstract
This document outlines IKEA's international marketing strategy with specific reference to Brazil. Brazil has no cultural conflicts and is an untroubled multiracial society that respects all immigrants and religions. Politically, the country is a conflict-free democracy with stable public institutions that uphold international laws and promotes progress and peace between nations. Some of the key Brazilian solid macroeconomic fundamentals are the key factors driving the sustainable growth of the country. Factors such as its consistent fiscal policy, inflation under control, institutional stability, declining government debt, rising GDP ratio, growing industrial output, and decreasing interest rates play a significant role in the progress of the nation. According to Latin America's largest science, technology and innovation system, investment grade forecast by 2007/2008, cultural differences are bound to exist in business. Brazilians feel that informal relation is very important in negotiation. They aim at creating a trustworthy climate with their interlocutors. Brazilians are very particular about the value of the product and novelty; and often cross check the same with European and American trends.
