Swiss Banks and their market entry in Brazil

Gionni Sessa

Diplomová práce

Banks and their market entry strategy

Anotace:

In the global market in which many countries still struggle with the consequences of the financial crisis of 2008, many companies come to the conclusion that growth can be achieved through international marketing activities. This attitude poses big challenges to organization that want to enter the international arena, involving deciding which markets should be entered, how this should be done, through which marketing program and finally how to organize the marketing. International expansion poses risks as well as opportunities to businesses, and it is crucial for the organization to thoroughly evaluate the market in order to take a decision about the market entry strategy. Based on the case studies of Credit Suisse and UBS entering the Brazilian market, this thesis sought to study how Swiss banks entered the country and with what results. Based on an extensive literature review, the two cases have been presented and it was possible to demonstrate that great cultural difference and tight regulation suggest the entry through a merger or an acquisition.

Abstract:

In the global market in which many countries still struggle with the consequences of the financial crisis of 2008, many companies come to the conclusion that growth can be achieved through international marketing activities. This attitude poses big challenges to organization that want to enter the international arena, involving deciding which markets should be entered, how this should be done, through which marketing program and finally how to organize the marketing. International expansion poses risks as well as opportunities to businesses, and it is crucial for the organization to thoroughly evaluate the market in order to take a decision about the market entry strategy. Based on the case studies of Credit Suisse and UBS entering the Brazilian market, this thesis sought to study how Swiss banks entered the country and with what results. Based on an extensive literature review, the two cases have been presented and it was possible to demonstrate that great cultural difference and tight regulation suggest the entry through a merger or an acquisition.

Klíčová slova

Brazil, Market Entry, Swiss Banks

Keywords

Brazil, Market Entry, Swiss Banks

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 22. 1. 2013

Obhajoba závěrečné práce

• Obhajoba proběhla 9. 9. 2014
• Vedoucí: Petr Král
• Oponent: Martin Machek

Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Ekonomika a management / International Management