244 Final

For Procter and Gamble to enter into the Brazilian market, the company will need to consider various cultural factors of this nation. Some of the cultural elements that a firm should look into include population and demographics, language, religion, beliefs, values, traditions, norms among others that can impact the business operations. Regarding population and demographics, Brazil has a population of over 207.7 million people which will provide a wide market for P&G’s products. Besides, the main and official language in Brazil is Portuguese although other languages including Italian, German, Argentine, among others are also used. The difference in language between P&G’s home country and Brazil will adversely impact the marketing of the company products. The organization will have to use Portuguese in its marketing messages to effectively communicate to Brazilian consumers.

Moreover, Christianity and Roman Catholicism is the main religion in Brazil constituting about 65% of the population (Kraay, 2016). As such, the P&G will need to make sure that its products, as well as practices, do not conflict with the Christian faith and beliefs to enhance good corporate image and brand loyalty. Additionally, rice and beans comprise the staple food of most Brazilians; therefore the firm can focus on providing such items because of a ready market. Furthermore, Brazilian people are open and friendly; thus P&G’s employees will have to fit into this way of life to gain the trust of consumers. Nevertheless, to appropriately work with the Brazilian citizens, the company will use a friendly approach when engaging with customers. It will also support various corporate social responsibility activities such as supporting charitable organizations to enhance good relationships with people (De Mooij, 2018). Also, the organization will make sure that it demonstrates ethics in its practices as well as adhere to all government laws to gain the trust and confidence of both the people and state.

References

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

Kraay, H. (2016). Afro-Brazilian Culture and Politics: Bahia, 1790s-1990s: Bahia, 1790s-1990s. Routledge.