Do The Advantages Outweigh The Disadvantages For C

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Colgate Business Case Do the advantages outweigh the disadvantages for China and Mexico, respectively? China The Chinese toothpaste market was developing quickly, in part due to the popularity of new flavors. Also the freshness segment was rather unknown for Chinese people and China is a booming market with a lot of people. This could generate more sales and improve profit. The worldwide market share of Colgate and diversification could also improve by entering the Chinese market. Entering China will also lead to new job opportunities. On the other hand, the original product names did not test as well as other names in China. This led to product names being changed. Also the packaging had to be changed, which led to high development costs. There was also a different advertising approach needed for the Chinese market: unique advertising for the Chinese market at considerably more expense rather than adapting the existing U.S. approach. In the end, the advantages outweigh the disadvantages for China. The disadvantages are worth the investment and will result in large profits over the years. Mexico The Mexican toothpaste market was heavily skewed towards the therapeutic segment (87% of value share) and the toothpaste demand is relatively flat. Also price sensitivity and sales promotion are both high in Mexico. Therefore there is a lot of effort and extra costs needed to successfully adapt products to the Mexican market. In the end the disadvantages outweigh the advantages for the Mexican market. The product and marketing adjustments for the Mexican market are not as big as the adjustments for the Chinese market, but the potential success seems smaller. The Mexican market is more focused on the therapeutic

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