Clorox's Brita Water Purifiers

Paper Summary:

This paper explains that Brita's main strength is that it is the world leader in the consumer filter market; its main weakness is that, for much of the world, it would be considered a luxury item although it has an opportunity to position itself differently for the Venezuelan market than for others. The author points out that the market for this sort of luxury item in Venezuela is not segmented; it is necessary to attract virtually the entire leisure-class market, which lives mainly in more heavily populated areas along the coast. The paper concludes that, while there are both drawbacks and opportunities to entering the Venezuelan market, the relative ease of entry and the commitment of the Venezuelan government to improve economic conditions and the perceived need for better water suggest that it is an excellent point of entry into the South American market.

Table of Content
Introduction: Industry Outlook
Product Information and Description
Company Analysis
Export Readiness
SWOT Analysis
Financial Resources
Management and Organization Style
Management and Marketing Skills
Market Opportunities
Identifying Problems and Opportunities
Macro Environment Analysis
Export Market Selection
Sales and Promotional Factors
Advertising Costs
Methods of Payment
Conclusion

From the Paper:

"The good news in Venezuela, germane to the current project, is that the nation is conceivably getting wealthier. The bad news is that, unless things have changed since 2000, the percentage of Venezuelans living in poverty, and unlikely to be a market for Brita products unless government-subsidized, is increasing. Between 1991 and 2000, the percentage of households living on income of less than $2 (U.S.) per day rose from 32.2 percent to 48.5 percent. While the inequality gap may be problematical for the country, however, it may open an obvious set of markets-the government subsidized one for poor people with substandard water, and the affluent one. "Currently, the richest 20 percent of Venezuelans receive 53 percent of all income, while the poorest 20 percent account for only a three percent share of the country's total income." "

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