Colgate Case


The case study focuses on the possible launch of Colgate Max Fresh (CMF), a new product from Colgate-Palmolive Company that has been doing exceptionally well in the US market. The product is being marketed by a multinational firm that has operations in 200 nations worldwide. The corporation now holds a record 34/8% value share in important United States marketplaces thanks to the product (Quelch & Labatt-Randle 3). The product was being introduced to the international market in China and Mexico by the firm president, Nigel Burton.


Issues/Preferred Result

The decision to introduce Colgate Max Fresh in the Chinese and Mexican markets presents challenges for Burton, notably the intricacy of the choice. Since the corporation used CICs and resource-intensive technology during the research and development of the new product, significant investments were made in these areas. To release the product in the target markets, the company put in a lot of time and work. So, for the product to return the money that was invested in it, it had to perform successfully (Quelch & Labatt-Randle 5). The corporation faces additional difficulties when introducing the product in the new markets, including the need for more money to support marketing and distribution as well as human resources to sell the product in the new market. Additionally, the company will spend millions of dollars promoting the product on the international market. The choice raises the question of whether the product will sell well enough in the intended market to warrant the difficulty of an international launch. The corporation hopes to enhance its income, earnings, and market share globally by successfully selling the product in the new market.



Decisive. In the US market, the new product has already been successful. With a smart plan to save marketing expenses and spread the product, it might easily do well on the global market. To improve its global operations, it is strongly advised that the corporation continue with the launches in China and Mexico.

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