One of the South American countries that Arnott’s identified to present a feasible market opportunity is Brazil which is a member of BRIC. Considering the competitive nature of the biscuit industry, Arnott’s management team has considered improving the firm’s competitive advantage.įindings of a market research conducted by the firm’s marketing department on the prevailing market potential within the biscuit industry in BRIC (Brazil, Russia, India and China) economies revealed that there is a feasible market opportunity in South America. Some of the countries in which the company has ventured into include Canada, England and some Asian countries such as Israel, Russia and India. In an effort to develop a high competitive advantage, the firm’s management team has incorporated the concept of internationalization in its strategic management. A marketing entry program that will be used in venturing the Brazilian market is also illustrated. A budget outlining the cost of creating market awareness is also illustrated. The marketing plan illustrates the various marketing mix strategies adopted by the firm in an effort to ensure that the products successfully penetrate the market. In its initial expansion phase, Arnott’s intends to introduce its Tim Tam products to Brazil using exportation as its core market entry mode. The country’s biscuit industry has not been fully tapped which means that there is a substantial market potential. This has led to employment creation and hence an increment in the consumers disposal income.ĭespite the 2007 global economic recession, Brazil has undergone through a significant economic recovery. Over the past decade, Brazil has experienced a significant economic growth. Cell Host Microbe 12 (4), 544-557.Decision to select Brazil as the favorite investment destination amongst the BRIC economies arose from the current economic growth that the country is experiencing. The TIM and TAM families of phosphatidylserine receptors mediate dengue virus entry. Meertens, L., Carnec, X., Perera Lecoin, M., Ramdasi, R., Guivel-Benhassine, F., Lew, E., Lemke, G., Schwartz, O., and Amara, A. (2011) The soluble serum protein Gas6 bridges virion envelope phosphatidylserine to the TAM receptor tyrosine kinase Axl to mediate viral entry. (2011) Identification of cell surface molecules involved in dystroglycan-independent Lassa virus cell entry. Shimojima, M., Stroher, U., Ebihara, H., Feldmann, H., & Kawaoka, Y. (2011) Viral apoptotic mimicry party: P.S. We are currently assessing the utility of TAM receptor inhibitors in this context in vivo.ĥ. These results illuminate a powerful and very general mechanism of viral immune evasion, and suggest that TAM receptor inhibition may represent an attractive approach to new broad-spectrum anti-viral therapeutics. When challenged with virus, DCs deficient in TAM receptors display dramatically elevated type I IFN responses and correspondingly reduced infectivity relative to TAM-expressing cells. These cytoplasmic inhibitors markedly dampen signaling by type I interferons (IFNs), which are among the most potent of anti-viral cytokines. Activated TAM receptors in turn induce the cytokine signaling inhibitors SOCS1 and SOCS3. We find that engagement of TAM-ligand-coated virus particles with TAM receptors expressed on the surface of target cells immediately activates the receptors. In a process termed ‘apoptotic mimicry’, many different enveloped viruses display PtdSer on their surface membranes, which allows them to bind to and present Gas6 and Protein S 5-8. We have identified a novel mechanism of immune evasion involving viral activation of the TAMs. Viruses must evade or inhibit innate immune responses in order to infect and propagate within their hosts. TAM receptor signaling and viral infection
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