Imagine you are the marketing manager for a U.S. manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Outline some possible objections to this. Your CEO also believes that the pricing decisions in Brazil can be delegated to local managers. Why might she be wrong?
The basic objection against using same advertising message is the difference in the culture of US and Brazil. Brazil is often listed as one of the world's leading emerging markets. It is a country rich in culture, demanding that businesses obtain a greater understanding to forge successful relationships. There is a nice fact sheet available from Window on the World, Inc. Some of the
* The People: warm and friendly, lively, free-spirited
* Meeting and Greeting: take time to greet and say good-bye to each person present
This discusses the difference in the culture of US and Brazil.