ColgatePalmolive in Mexico Abridged Julia Horn 1990
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ColgatePalmolive, founded in 1856 in the U.S., had a long and fascinating history in Mexico. The history of the U.S. Company’s operations in Mexico dates back to the 19th century when Colgate founded its first manufacturing facility in the southern state of Tabasco in 1876. The company’s operations in Mexico took off after World War I, when several colonels in the Mexican army demanded American products and the colonels ordered them to replace Mexican-made toothpast
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I am pleased to provide this 14,750-word personal history essay about my first job working in ColgatePalmolive as an advertising copywriter in 1990 at their factory in Guadalajara, Mexico. The assignment was a six-month job and I began work on January 1st. I was 29 years old, a graduate of a B.F.A. Program in writing and had been employed as a copywriter for eight years. During the first weeks of my job, I was
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“Colgate Palmolive: An Exploratory Study” I was fascinated at seeing how Colgate Palmolive, an established player in the Mexican market, was able to succeed against the competition, despite the local language, culture, and the political environment. It turned out to be a complex subject that required significant research, interviews, analysis, and reporting. Colgate Palmolive had launched a promotional campaign in 1989, called “The Best Toothbrushes for your Best Days,” which aim
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It’s been a while since I had to do the evaluation of ColgatePalmolive’s marketing strategy in Mexico. It’s quite a complicated situation since the company operates in the biggest market, but the most successful one. Here, I’m only going to give you a short description about some of the main factors that make it difficult: 1. Cultural Differences: ColgatePalmolive operates in Mexico where the Spanish is spoken, but the local language is Nahuatl. This means that communication is not always straightforward and
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In the late 1980s, Colgate-Palmolive opened a factory in the Gulf coastal city of Veracruz, Mexico. The plant produces a wide range of products, but the one I’m interested in is the soap. This was a new development for Colgate in Mexico and, as a result, required a new marketing strategy. At the time, the market for toiletries in Mexico was dominated by Unilever (L’Oréal). However, the brand was struggling in Mexico, which had a market size
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“Colgate-Palmolive is not a very interesting business; I mean its stock is not interesting in any particular way. Its shares cost too much; its sales and profit figures are not very good; and its management is not very good. There is very little evidence that they have a long-term strategy for managing their business. They spend too much money on advertising and too little on research and development, and they spend too much on building new plants.” I continued: The company has a lot of cash in the bank; it has had lots of divid
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1985 – Colgate-Palmolive Mexico was founded in 1903, and since that time has grown exponentially under the leadership of A.J. Ramirez as president and general manager. With a budget of $26 million in 1985, it had operations in Mexico City, Monterrey, and Cancun, with an annual sales of $58 million. At the time, the company was one of the five largest private sector companies in the world. I graduated with my bachelor’s degree
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“This chapter will describe the major changes taking place in ColgatePalmolive company in Mexico. The objective is to explore how these changes affect company’s strategic, operational, and financial decision-making processes in a country with the biggest coffee export market in the world. see here In 1990, the Company’s overall profitability was declining, and as I read through reports and news, I found that they were cutting into their operations, reducing jobs, and cutting back on their strategies in the region. ColgatePalmolive, Inc. Is