Marketing :: essays research papers

American companies take many things into consideration when marketing products in other countries. The article â€Å"Tough Cookies† by Oliver Libaw, and the article â€Å"Not so fast† by Jean-Marc Lehu discuss marketing American Products in other countries. â€Å"Tough Cookies† discussed Nabisco and their success of selling Oreos and Chips Ahoy in Mexico. â€Å"Not so fast† discussed the triumph of the store Crazy George, which is like American Rent-A-Center, in the United Kingdom and their failure in France. North American Free Trade Agreement (NAFTA), which was established in 1994, made it possible for Nabisco to sell their products in Mexico. NAFTA produced almost free trade between the United States and Mexico. The European Union (EU) did basically the same thing as NAFTA in Europe. EU produced many marketing advantages because it made it possible not to have to market items by one nation at a time. NAFTA and EU make marketing products in other countries easier.   Ã‚  Ã‚  Ã‚  Ã‚  Nabisco took a big chance by marketing their cookies in Mexico. Nabisco succeeded in establishing their products even though Mexico was in a recession. The company realized that there was an open opportunity for their products. In Mexico there was not a cookie exactly like theirs. Oreo and Chips Ahoy are the best selling cookies in the United States so they thought that the products might do the same in Mexico. They did not have an expansive advertising campaign. Instead they relied on in-store promotions. On reason for their success is that they have a strong distribution and name recognition. Many people did not think that the product would sell, even though they have great presence. There are two main events that might have helped Nabisco. One event is that snack foods are cheaper, so instead of eating more expensive, healthy foods, people switched to a substitute. Another event is that the people who were buying the cookies are the wealthier individuals, which price would not effect them.   Ã‚  Ã‚  Ã‚  Ã‚  There is research that proved to Nabisco that they would be successful in Mexico. There are generalizations that have been discovered for many cultures, each culture respond to products and marketing differently. Hispanic culture as a whole are very name brand oriented, they especially American products. They are willing to pay a little extra for quality that goes along with a name of a product. This would make sense for the success of Nabisco. Their cookies are slightly more expensive then other cookies but they were still successful in the Mexican market. Nabisco also did not spend much on advertising, they relied on word of mouth to get their name around. The buying pattern of the Hispanic culture suggests that they listen