Latin America Market Research

Abstract

This market research attempts to satisfy the necessity of an in-depth analysis of an area for future export operations. Taking the example of a tile manufacturer, in this case, Inalco, this project aims at enlarging the company’s international markets focusing on a number of countries. The process will start with a general analysis of tile consumption in the world; then an area will be selected according to this analysis and the company’s international sales situation; within this area we will focus on a number of countries followed by a complete analysis of them. Finally, entry strategies will be suggested as well as possible action plans to implement them. The area selected will be Latin America, a thriving area in terms of tile consumption trends that has not been totally exploited by the company. A careful analysis will derive that three countries that represent greater opportunities for export are Paraguay, Guatemala and Colombia. For each of them both general and specific situation regarding the construction sector will be presented. The end result of the project will be the development of an entry strategy and the action plan to implement it. In addition to this, further research for another set of countries will be suggested as a future study of the area selected, Latin America.