Essay Example on Tambrands' Global Expansion: Leveraging P&G's Infrastructure

Question 1

Tambrands wanted to expand globally, but it did not have enough means. The fact that it is a single-product company could not develop its global distribution network as well as engage in a global campaign. Therefore, the best thing was to become part of P&G, which had better global marketing and distribution capacities. With the use of this infrastructure, Tambrands would be able to enlarge its market globally and acquire new customers. It is quite common to see organizations that do not have enough capabilities or funds to reach their companies teaming up with other organizations or even being bought on certain terms. This ensures that they benefit from the resources and expertise of the other organizations while at the same time employing their strategies carefully so that they may reach the ultimate customer. Tambrands was mainly based in the US, and it did not have the capability to reach the rest of the world, and that was the reason that it became part of P& G to ensure that it expanded its customer base to other parts such as Africa, Brazil, Mexico as well as Venezuela.

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Question 2: Goal of Tambrands Global Advertising Plan

Tambrands had the goal of ensuring that they similarly marketed each cluster. This goal was appropriate for Tambrands to use as it showed that they were directed towards delivering a specific message to their customers. Consistency in marketing their goods was critical to getting new clients'& G should ensure that they continue with Tambrands original goal and adapt it into the new educational program. Using both strategies will give P& G a wider playground to implement its strategies and therefore compete with its competitors efficiently. Using both strategies will also ensure that they get more customers than what they would have got when using one approach, P &G can use both strategies so that they may cover up each other's weaknesses. While an educational program may be more superior, it is also seen that a model that focuses on a particular direction and way is critical in ensuring the success of an organization and convincing new customers that it is safe to use certain products.

Question 3: Clusters and the Cultural Resistance That They Must Overcome

Cluster 1 is already in use of the tampons, and they feel that they know all that they need to know about the product. The introduction of other products or diversification can ensure that this cluster group is exposed to more and more products. Cluster 2 are those who are mixed. 50 % of them use these tampons, and the others do not use them due to beliefs that tampons are unnatural products that may block the flow. Proper education of this group can ensure that they understand the benefits of the tampons. Finally, cluster 3 are those that do not use tampons due to virginity issues that are outlined in their religions and cultures. Most of these people believe that the use of tampons breaks their virginity, and according to their cultures and religion, they are required to get married when they are still virgins. Proper guidance and education can ensure that these people use these products without feeling uneasy. If the right message is communicated to them, they can become aware that tampons have no harm and that they can feel comfortable in tampons as they go around with their activities when experiencing their flows.

Question 4: Approach That Can Be Used To Reach the Goal of Marketing Each Cluster in a Similar Way

The approach that can be used to ensure that marketing is similarly done in each cluster is through education. Education ensures that a strong message is created and can be passed to all religions and cultures to ensure that the negative beliefs that people have been removed. Education can also ensure that people can be taught about the reality versus the myths and misconceptions that they believe in. Education can be seen to spread the same message and market the same product in different ways by translating the same message to different languages and ensuring that the message being passed is not offensive or abusive.

Question 5: Brazilian Market

The fact that P& G used the Mexican model for marketing its products in Venezuela does not mean that it will be successful in Brazil. P&G should ensure that proper research is held to clearly understand the different cultures and religions of people in different countries. The cultures of Venezuela and Mexico may have been similar but different to those of Brazil. Therefore, a model that fits the cultures and behaviors of Brazil's people should be established rather than using the same model in the three countries.