Case Study

Marketing techniques steer firms on the right path for effective marketing. Marketing strategies range from one firm to the next and should be tailored to the organization's specific demands. A marketing strategy entails identifying a target market group, developing a set of specific goals, doing extensive consumer research, and putting measures in place to spread the word (Morgan et al., 2019). This process requires that marketing managers adopt a holistic view that ensures they have developed policies that conform with the political landscape, which encompasses laws and the political temperatures of the country, but also one that is futuristic and successful in chatting the future direction of the company. According to the World Bank's collection of development, indicators gathered from officially recognized sources, Colombia's Political Stability and Absence of Violence/Terrorism: Percentile Rank was recorded as 15.71 percent in 2019. This indicates that Colombia is generally an unstable country politically. Some of the most significant contributors to instability include; terrorism acts and demonstrations during political rallies. Political systems in the country are also less stable; this is evident given the inability of the government to protect people's property, lives and stop widespread demonstrations that were sparked due to the government directive to raise taxes.

There are different political factors that a marketing chief executive needs to incorporate in the strategy formulation within Columbia. For example, the chief marketing officer needs to consider the government policy concerning taxes, the scope and limitations of marketing campaigns, and the general requirements stipulated during the licensing process. Taxes represent an avenue through which the government of a country raises finances to finance its process and mission (Schweidel & Bendle, 2019). When the government raises taxes, it affects businesses and citizens negatively by eating into the profit margins or forcing the company to raise prices as a cushion measure. The chief marketing executive needs to ensure that the policy considers the government's needs for taxes and puts a company in an effective place to compete favorably. The company's marketing policy and strategy also need to be flexible enough to adapt to the country's politically volatile situation.

Expanded Problem Identification

How

Political instability and the lack of effective policies and robust governance structures are significant challenges and threats that the company will face. The country has, over the years, continued to be plagued with political instability issues. According to the World Bank’s collection of development, indicators gathered from officially recognized sources, Colombia’s Political Stability and Absence of Violence/Terrorism: Percentile Rank was recorded as 15.71 percent in 2019 (Ravetti et al., 2018). This indicates that Colombia is generally an unstable country politically. Some of the most significant contributors to instability include; terrorism acts and demonstrations during political rallies.

A company's marketing strategy represents its lifeline in terms of ensuring it competes favorably and ensuring that the company's future is guaranteed. The failure by Flour Corp inc. Through its, Chief Marketing Executive to ensure that the company's marketing policies adhere to the government taxes regimes and are responsive to the political volatility of Colombia’s market could lead to increased fines and legal charges and lead to the company breakdown.

Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29. Retrieved from