A marketing plan for marketing a U.S. product in a foriegn country. Swiffer/Mexico

Essay by Mel635University, Bachelor'sA, April 2005

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Since the introduction of the North American Free Trade Agreement in 1994, trade between the United States and Mexico has grown an average of 11 percent a year (http://www.ustr.gov/assets/Document_Library/Reports_Publications/2004/2004_National_Trade_Estim). It would be beneficial for a company to decide to market a new product in Mexico over other countries. The benefits are many because of the easy access to the country and the vast knowledge of Mexico.

One product in particular that would be easily marketed in Mexico is Swiffer. Mexico, just like any other country, needs cleaning materials. Also, Mexico has just as many conveniences as the United States. Therefore, Swiffer would add to the convenience style of cleaning that so many people in North America enjoy.

Mexico is not an uneducated country. As a matter of fact education is required for ages 6-18 including one year of preschool. Education has become one of Mexico's highest priorities. The literacy rate in Mexico is between 89.4-

92.2%. All of these factors reduce to easy marketing for Mexicans (http://www.state.gov/r/pa/ei/bgn/35749.htm and http://www.cia.gov/cia/publications/factbook/geos/mx.html). The marketing mix will be as follows:

Product: Swiffer. Including all of the products in this line; Swiffer Dry, Swiffer Wet, Swiffer Dusters, Swiffer Max and Swiffer WetJet (http://www.homemadesimple.com/swiffer/usenglish/index.shtml).

Price: $5.50-$12.00 USD or 64.693-141.149 MXN. Furthermore, the product will have seasonal pricing along with bundling. For example, near Christmas the Swiffer

Sweeper would be bundled together with a Swiffer duster for a lower cost than the two purchased separately. Retailers would receive a volume discount of 15% and wholesalers could receive a additional discount for volume purchases and warehousing.

Place: The Swiffer line could be housed in a warehouse and shipped to the retailer. However, to cut back on the warehousing cost, retailers who ordered enough Swiffers for one or more seasons could get them at a substantial savings.

Promotion: Swiffer...