Mr. Shayer was faced with several possible decisions. First, should Campbell remain in Brazil? He wanted to make this decision by the end of the year. Second, if he decided to continue in the Brazilian market, he must decide what kind of products to offer – a modified soup line, sausage and beans (a basic part of the Brazilian diet), or some entirely different food product.
2. Answer the following questions:
1) Would you expect the culture to be the same with respect to soup consumption in rural Brazil and in the north?
2) How could SOPA soup be adapted to more successfully serve the Brazilian market?
3. Give a short summary of the text.
SUPPLEMENTARY READING
National Ideology. The national ideology represents the way the citizens of a particular country think about and react to various stimuli. We can frequently predict how the typical Frenchman, Irishman, or Italian will act in certain situations. Even though all three of these countries are predominantly Roman Catholic, the Irishman will react much more strongly to infringements on the role of the church than will the Frenchman or Italian. The French have a much stronger sense of national pride and unity than the Italians or the Irish. As a consequence they are less willing to substitute a foreign-made product for a French product, at least in areas that reflect national expertise.
Economic philosophy is an important element in national ideology. Sweden has a strong national commitment to socialism and has for several decades permitted greater and greater government involvement in business and economic affairs. Such massive governmental involvement in economic affairs has been resisted in the United States in recent years, and would be in other countries operating under a capitalistic ideology. Yet the American ideology is strongly opposed to restriction of free competition and monopoly, and Americans submit willingly to government controls aimed at protecting competition. Sweden sees nothing wrong with monopoly per se and does relatively little to control it.
The national ideology is strongest and most consistent in countries that have a long cultural identity. There is a strong, easily identifiable national ideology in a country like Egypt, which, even though it has not consistently had political independence in recent centuries, possesses a long and consistent cultural history. However, some of the newer black nations in central Africa have not had separate identities long enough to have developed strong national ideologies. Instead, different subgroups within these nations reflect the ideologies of the subgroups or tribes from which they descend.
Even in countries with strong national ideologies, these ideologies represent a general cross-section or average. Not all individuals fit the pattern. Even though some Australians can easily be picked out of a crowd of other nationalities, other Australians are more like the typical American or Englishman. Nevertheless, it is important to the marketer to know the general national ideology so that he or she can fit the product and its marketing strategy into the local environment.
View Toward Foreigners. All people view that which is foreign as different and potentially threatening to existing patterns of action and behavior. In some countries this reaction toward foreign peoples and ways is reflected in a fear of contamination or change from outside. An extreme example of this fear was the policy of the Chinese government in its early years, when foreigners and foreign products were unwelcome. As the Chinese government has consolidated its own position and cultural patterns, it has gradually opened its doors to foreign visitors and products.
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