International marketing research is specific discipline of study dealing with market research on particular geographical areas and zones (Babin & Zikmund, 2015). In this paper, a detailed cultural analysis and market study of Columbia will be done along with the market penetration possibility of LifeStraw, a portable filter, in Columbian Market. LifeStraw is meant for use by one person and works for a year at a stretch, and is targeted at developing nations where there are instances of humanitarian crisis. Columbia is a country in the equatorial region with rainforests and grasslands. It has a cultural identity of its own but also has many similarities with other Latin American countries. It is one of the most promising and growing economies in the South-American continent (Velasco & Hurtado, 2015).
Cultural Analysis Of Columbia
This country has a typical Latin American culture. It is situated in the Equatorial region and is characterised by existence of dense rainforests and lush grasslands. The Amazon rainforests are partly situated in this country (Molina et al., 2016). Columbians value their relationships highly, both in terms of social and business scenarios. They have a tradition of greeting each other in a prolonged set of enquiries about family, health and other activities. This has a positive impact on business relationships as well, because creating a personal bond strengthens the prospects of the business. The Columbians have a high group orientation where the welfare of the group supersedes individual affair. English is not very widely practiced and Spanish is the official language apart from more than 40 other indigenous languages (McDougald, 2015). The public health care system in Columbia is improving gradually. The government spends a considerable amount of money in the health sector, which is about 20% of the total budget ("COUNTRY PROFILE: COLOMBIA", 2018). Urban and provincial inhabitants experienced critical contrasts in access to medicinal services. At the rural level, the divisions in the coffee producing regions showed the best standard of governance but the non-coffee producing regions were poor and unsustainable. At the base of the scale were the provincial zones in terms of quality and scope, additionally the neighbourhoods in medium-sized and little urban communities. Water supply and treatment in Colombia has been enhanced from various perspectives over the previous decades but not satisfactorily enough in terms of reach. In the vicinity of 1990 and 2010, access to enhanced water source's expanded just marginally from 89% to 94 (Imbach et al., 2015). The rural zones are still lagging behind. Besides, in spite of changes, the nature of water and sanitation administration stays insufficient. For instance, just 73% of those accepting open administrations get water of consumable quality and in 2006, just 25% of the wastewater produced in the nation experienced any sort of treatment.
Therefore analysing the culture and lifestyle of the Columbian people it is highly probable that the LifeStraw filters will be successful. The people need better instruments to filter water and make it drinkable. As the social order is group oriented, the adoption to this new concept would be in large groups resulting in financial success of the product. The country is situated in the Equatorial region, which experiences high amount of rainfall. The accumulated waters often become polluted and undrinkable. The new filters will help the marginalised people to gain access to clean, healthy, and safe drinking water.
Economic Analysis of Columbia
Colombia is South America's fourth biggest and Mid America's second biggest economy estimated by total national output (Imf.org, 2015). Oil is Colombia's fundamental fare, making more than 45% of Colombia's export. Colombia has the quickest developing data innovation industry on the planet and has the longest fibre optic system in Latin America. Colombia likewise has one of the biggest shipbuilding enterprises on the planet outside Asia. Present day ventures like shipbuilding, hardware, vehicle, tourism, development, and mining, developed drastically amid the 2010s, in any case, the vast majority of Colombia's exports are still product based. Colombia is Latin America's second biggest maker of locally made hardware and apparatuses just behind Mexico. Colombia had the quickest developing real economy in the west in 2014, behind just China around the world. The moderately solid financial approach process has increased the monetary extension averaging more than four and half percent per year in the previous five years (Schneider & Hametner, 2014). An establishing member of the Pacific Alliance, Colombia has organized commerce concurrences with America. and numerous other nations. More supported development in economic flexibility will require further and additional institutional changes. Corruption still remains one of the important issues in numerous segments of this country’s economy. Import and export have become two primary economic activities (Balza & Guerra, 2016).
This country offers a complete variety of sales channels and methods to buyers, with varied distribution methods relying upon the variety of item advertised. These methods range from customary and traditional wholesalers pitching to conventional stores which target the general people, to more sophisticated plans, for example, vast merchandising establishments and superstores, which are gradually becoming well known shops. Most imported stuffs, most importantly capital hardware and materials which are raw, are still now obtained via operators and wholesalers, some huge local assembling companies import these articles directly. Furthermore, few big merchants, end-clients and whole sellers are opening buying offices and stockrooms in America and other developed countries.
With the highly promising economic growth and developed distribution and marketing system, the induction of LifeStraw in Colombian market would be quite easy and fast. The people of the country who have economic potential to buy healthcare and sanitation product will surely buy the LifeStraw for personal or family use. There are variants of the LifeStraw that caters to the whole family. The strong distribution system will cater to the fast and widespread distribution of the product throughout the country.
LifeStraw is a revolutionary product, which can transform the accessibility of clean drinking water to all the sections of the population. The product is not very costly and it works for a year. Contaminated water when poured in it, the filter gives out clean and purified drinking water. Colombia being a country, which has some major flaws in sanitation and supply of clean drinking water to the whole population, certainly needs this revolutionary product. The growing economy and developing distribution system will help in transporting the product to every corner of the country.
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