Coca-Cola in Brazil

Contents 1.1 - Country Introduction 2 1.2 - Legal Environment 2 1.3 - Political Environment 2 1.4 - Economic Environment 3 1.5 - Business Environment 4 Labor 4 Taxation 4 Corruption 4 1.6 - Culture 5 General Brazilian Cultural Values 5 Comparison of Cultural Values between Brazil and America 5 Power Distance Index (PDI) 6 Individualism 6 Masculinity 6 Uncertainty Avoidance Index 7 Long-Term Orientation 7 2.1 - Coca-Cola in Brazil 7 2.2 - Corporate Organization 9 2.3 - The Organization of Coca-Cola Brazil 10 2.4 - Diversity and Human Capital 11 2.5 - Leadership at Coca-Cola 12 Geocentric Leadership and Human Capital 12 3.1 - Challenge #1 – Brazilian Tax System 12 3.2 - Challenge #2 – Potential for Changing Government Relations 13 3.3 - Challenge #3 – Recruitment of Transnational Managers 14 3.4 - Challenge #4 - Labor Relations 16 3.5 - Challenge #5 – Market Share 17 4.1 - Conclusion 18 Works Cited 19 Exhibits 22

1.1 - Country Introduction
The Federal Republic of Brazil is the 5th largest country in the world with 3.3 million square miles divided into 26 states and 5,000 municipalities. It also has the fifth largest population in the world at approximately 200 million people (CIA, 2010). Only China, India, the United States, and Indonesia currently have larger populations. Having gained its independence from Portugal in 1822, Brazil experienced many of the typical political and social challenges associated with Latin American colonies achieving autonomy. After a century and a half of successive dictatorships, the Constitution of 1988 established a democratic government with three branches: executive, legislative, and judicial. Brazil has since been a relatively stable country.

1.2 - Legal Environment
Within its judicial system, Brazil has both federal and state courts. Federal courts are primarily responsible for cases relating to foreign states or international agencies and maintain jurisdiction

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