International marketing strategy
Initial Marketing Plan
Planned Countries: Brazil, Chile
& Argentina
MRKT 4030
January 6th 2014
Executive Summary:
As the brand managers for a subset of Allstar Brands we are tasked with figuring out the most lucrative way we are going to enter the Latin American market in a ten-year period. We are selling Allsmile brand toothpaste, in various SKU’s to best satisfy the demand in each country. We first analyzed each country focusing on unemployment rate, poverty rate, size of population, and quality of water. After analyzing each country we decided to enter Brazil first because it has the highest population, high unemployment rate, and a moderate poverty rate for the region. We also decided to base our manufacturing plant in Brazil because there are no tariffs when producing and selling and because of its central location to other Latin American countries we are entering in the future. When we entered Brazil in years 1 and 2 we produced 3 different SKU’s, had only 1 advertisement, and sold through traditional and hypermarkets. We quickly realized we needed to advertise more and add another SKU and advertised each SKU individually. After establishing ourselves in Brazil in years 1 and 2 we decided that we are going to enter Chile. In Chile we will produce 4 SKU’s and advertise each SKU individually with the same strategy we used in Brazil. We also plan on entering Argentina in year 5 and identical to the strategies we used in Chile & Brazil we are producing 4 SKU’s and advertising each individually. In the context of examining each country for product, price, place, and promotion, we are consistent in the way we are marketing our products. There are differences in culture and demand in each country, which guided the way we selected our SKU’s, which are different for each country. We noticed that price in each country is the major factor in the decision process of the consumer when faced with purchasing
Planned Countries: Brazil, Chile
& Argentina
MRKT 4030
January 6th 2014
Executive Summary:
As the brand managers for a subset of Allstar Brands we are tasked with figuring out the most lucrative way we are going to enter the Latin American market in a ten-year period. We are selling Allsmile brand toothpaste, in various SKU’s to best satisfy the demand in each country. We first analyzed each country focusing on unemployment rate, poverty rate, size of population, and quality of water. After analyzing each country we decided to enter Brazil first because it has the highest population, high unemployment rate, and a moderate poverty rate for the region. We also decided to base our manufacturing plant in Brazil because there are no tariffs when producing and selling and because of its central location to other Latin American countries we are entering in the future. When we entered Brazil in years 1 and 2 we produced 3 different SKU’s, had only 1 advertisement, and sold through traditional and hypermarkets. We quickly realized we needed to advertise more and add another SKU and advertised each SKU individually. After establishing ourselves in Brazil in years 1 and 2 we decided that we are going to enter Chile. In Chile we will produce 4 SKU’s and advertise each SKU individually with the same strategy we used in Brazil. We also plan on entering Argentina in year 5 and identical to the strategies we used in Chile & Brazil we are producing 4 SKU’s and advertising each individually. In the context of examining each country for product, price, place, and promotion, we are consistent in the way we are marketing our products. There are differences in culture and demand in each country, which guided the way we selected our SKU’s, which are different for each country. We noticed that price in each country is the major factor in the decision process of the consumer when faced with purchasing