4. Market research aimed at the target country

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These investigations, although having culture as a fundamental aspect, go beyond traditions, consumer profiles and other characteristics of the target audience.

They also take into account particular environmental factors from an economic, social and even political point of view.

Another important point of analysis is the potential competitors and the levels of consumption and variety of the market segment being targeted.

What are the risks of not taking culture into account in International Marketing?
Cold and generic experience
In the soft drinks segment there is a peculiar story that, surely, for many may seem like a vile deception.

This is a resounding victory for Inca , a traditional lithuania mobile database Peruvian soft drink brand, against the “all-powerful” corporation behind Coca-Cola.

It was more than 20 years ago, and it's true! So much so that Coca Cola had no choice but to buy 49% of the shares of Lindley , the century-old manufacturer and marketer of Inca Kola, in order to be able to lead the Peruvian market.

But what caused that fateful point in Coca Cola's almost flawless career? It is not difficult to guess: failure to understand culture as part of International Marketing.

Unlike Inca, Coca Cola failed to project its soft drink as a versatile beverage that complements multiple dishes and recipes from a cuisine as rich as that of Peru.

In this way, the Peruvian customer's experience when consuming Coca Cola and interacting with the brand was cold and generic , which did not prevent the necessary connection from being achieved to consolidate the brand in that nation.