Strategy

Colgate began operations and sales in Canada with the strategy of “think global, act local”,
which was both geographically and culturally the closest country to the United States, and
eventually expanded to Australia and Western European countries.
The evaluation of internationalization's geographical aspects.
Period/Timeframe : 1920 - Current
Goals:

 Geographic division should be based primarily on the economic, cultural, and climatic
circumstances of each region.
 To refocus their competitive advantage on so-called "high growth markets" within the
company.
 To allow for some adaptation in order to meet the needs of each country's customers,
as well as broad research in order to deliver the most accurate products into the right
countries
End Result (Were they successful in bringing their product and services abroad?)

 International operations account for approximately 75% of Colgate’s sales.

 Colgate acquired a variety of companies that offered a competitive edge or had
products that Colgate considered unique and had a global market potential.
 Colgate's internationalization strategy developed, first with surrounding countries, then
progressing to more distant geographical places with similar cultural preferences, and
expanding correspondingly.