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What a “Colgate Smile” is a phrase commonly used as a compliment about one’s smile. It has been
popularized throughout the whole world, due to Colgate’s good reputation as a successful business.

Global Entry Market Strategy of Colgate: Internationalization Strategy of Colgate

Period/Timeframe: 1806-Current

Goals:

 To expand their operations and develop their strategies for the local market and to open an
international subsidiary in different countries with both geographical proximity and cultural
similarities.
 To assess the internalization of the company and start a starch, soap, and candles company in
different countries.
 To understand the market needs, and therefore develop suitable products, different
logistics/distribution chains, and different production systems.

International Concerns Faced:

 The company’s international growth was slow during the 1800’s due to differences in cultural
preference.
 The competition between the competitors in the field, which are Unilever and Proctor and
Gamble is becoming extremely fierce.

End Results:

 As a result of the implementation of internationalization strategy, Colgate stands as one of the

oldest and truly global consumer product company.
 The company owns 75 wholly owned subsidiaries in 75 different countries.
 The became one of America’s most successful “Fortune 500 companies.”

Reference:

https://studymoose.com/colgate-palmolive-international-business-strategy-essay

https://stevegeibel.wordpress.com/2016/08/10/lessons-in-entering-emerging-marketscountries/

https://www.marketing91.com/marketing-strategy-of-colgate/