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Marketing Strategies In Mexico

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I am a marketer for Amazon.com and we are expanding to Mexico.

Briefly outline and describe the issues your company must consider regarding each of the following areas: economic, social-cultural, technological, and political-legal. As in many South American societies, family and political ties are extremely important in Mexico in terms of determining individual influence; strong-in-group orientation is expressed in bonds of loyalty and solidarity among the top people in both business and government. In terms of Latinos as well as Mexicans, body language is important, and it conveys a sense of emotion, especially when a negotiator is trying to persuade the other party; to American negotiators, Mexicans at times appear dramatic, emotional and sentimental.

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Solution Summary

Marketing strategies are discussed in terms of such variables as family and political ties; (these are extremely important for the Mexican individual, in determining the level of his influence). In addition, Mexico is described as a high-power country, ranking second or third worldwide in which decision making is fairly centralized and marketing negotiation(s) in dealing with people abroad are preferred to be dealt with at the highest levels of government.

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According to Usunier & Lee (2005), as in many South American societies, family and political ties are extremely important in Mexico for determining individual influence; strong in-group orientation is expressed in bonds of loyalty and solidarity among the top people in both business and government. According to these authors, the dominant political party, PRI, is also a structure allowing patronage and networking in Mexican society, where relationships are a key issue; (citing Weiss & Stripp, 1985).

According to Usunier & Lee (2005) Mexico is a high-power-distance country, ranking second or third highest worldwide, depending on the countries considered; as a consequence, decision making is fairly centralized and 'Mexicans logically prefer to deal abroad at the higher levels of government and business and on a personal and private basis' (citing Fisher, 1980). In addition personal leverage is important and influential Mexican negotiators tend to be well positioned in their society, exhibiting their status and stamina.

According to Usunier & Lee (2005) body language is ...

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