This paper is a country and industry market analysis representing a marketing consultant's view for advising Polaris Bottling Co. (PBC) of Indianapolis, which bottles 'non-carbonated', 'all natural' drinks, on the potential of selling them in Argentina.
Written in 2005; 1,765 words; 4 sources; APA; $ 56.95
Paper Summary:
This paper explains that Argentinean market is very compatibility with the United States, highly literate with a high level of individual purchasing power; information from consumer surveys, free giveaways and documented consumption rates can be obtained through local supermarkets and discount stores similar to the United States' 7-11 stores. The author points out that the marketing approach in Argentina will require an ethnic conscious approach because the main nationality is Argentinean, mixed with white and mainly Spanish, Italian, mestizo, Amerindian and a very large German population. The official language is Spanish but there is also a great deal of English, Italian, German and some French spoken throughout the country. The paper recommends that Polaris Bottling Co. seek a joint venture or acquisition strategy because the disparate languages and dialects of the Spanish language and the personalized consumption in urban and rural areas may be too much for a new product with an organic growth approach.
Table of Contents
Introduction
Current market Size, Segmentation and Trends
Competitive Environment
Consumer Behavior/Trends
Promotion Options
Joint Venture Partnership Options
Conclusion
Appendix: Charts, Tables and Graphs
From the Paper:
"Placement will be a detailed and targeted approach. Placement will affect pricing but gaining market share in the urban areas first and then advertising that success into the rural markets has been a very successful strategy in South American markets. By implementing this plan of action, the country can be saturated through a duel marketing approach of word of mouth from urban dwellers out to suburban and rural markets. Tie that into a well funded mass media approach and the products should do well."
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