Internacionalização de empresas: uma análise das estratégias de expansão da Brasil Food (BRF) para o Oriente Médio e restante da Ásia

Abstract

This paper analyzes the internationalization strategies adopted by Brasil Foods (BRF) for the Middle East and Rest of Asia, going through the evaluation of the company's structure and points that can be considered strong for expansion. It verifies that the internationalization process took place mainly through purchases, acquisitions, formation of joint ventures and opening of a factory. The company's strategy was based on the large distribution network in Brazil, well-established brands in the world and investment in innovation to adapt to the demands of the new market and predict consumption trends. In addition, there was the development of an effective marketing that contemplates the cultural and religious peculiarities of the population. In this sense, BRF discovered a great opportunity in Halal market, that is, in the market for goods and services that Muslims can consume. This market has shown exponential growth, with consumption by both Muslims and people who value a healthier life. In relation to Brazil, there is an intense flow of Halal goods exported to Arab countries, representing a significant collection of which BRF is a major contributor