At a time when Brazil is emerging as a strong economy internationally, many companies are looking to the South American country for possible investments. However, the market of the largest Latin American economy remains difficult to penetrate. A World Bank/IFC ranking lo in fact, it ranks 126th among the most difficult countries with which to do business in a pool of 183 countries.
“Brazilian consumers have great purchasing power” claims Bastien Blanc, head of marketing and communication at the consultancy firm Europartner. "A country of 200 million inhabitants with rising salaries and a growing middle class is a gold mine because it is a market of people who mostly do not have consolidated purchasing habits, as happens in Europe". However, the disadvantage of operating in the country is the high rate of protectionism and a different culture. “Cultural differences, legal limitations, accounting and obtaining visas and authorizations are the critical elements in investing in Brazil” explains Blanc. One positive news is that President Dilma Rousseff has promised to contain costs for foreign companies operating in Brazil.
