| Point of VIEW.
A purely analytical perception...
Continued from page 3
JUST BECAUSE WE HAVE A COUPLE OF BUCKS, DON'T THINK WE'RE SOFT TOUCHES
The ability to grab market share by literally throwing endless amounts of money at the target is one of the more successful strategies developed by multinationals. This approach doesnt allow breathing room for the opposition and is carried out with such surgical precision that the game is over before the other team has touched the ball. Desiring to penetrate the soccer market for its shoes, Nike (3), purchased the entire Brazilian National Soccer Federation in one large gulp for an inconceivable $200 million.
This, probably the "ugliest" American multinational, demonstrated that money is nearly everything when playing the global game, by capturing some of the world's best teams and players in one motion. From here on in, you can bet that the Brazilians will be seeing liminal and subliminal Nike commercials in their sleep. A selected number of world famous Brazilian athletes (4) will tour the globe, shouting the praises of wearing Nike's on the Soccer field, to all that are within earshot, and whether you agree with the strategy or not, they have made one of the best deals on record. (5)
Nikes move was hardly discrete when compared with quiet investments made by others, such as the rapid-fire investments made by Anheuser-Busch in Kirin, Japans largest brewery, Antarctica, the top beer seller in Brazil and Tsingtao, one of the largest beer manufacturers in China. In similar fashion to Nike, Anheuser has wired the sporting calendar to the degree that hardly a sporting event takes place in North American without the Beer Companys trademark, solidly visible. Anheuser is the premier advertiser in American Car Racing, Boxing, Hydroplaning, Motorcycle Racing, Baseball, Football, Hockey and Basketball. Their dirigible even hovers over stadiums in which sporting events are taking place so that no matter where you are watching the game, you are exposed to their advertisements. They are now using the same game plan in 60 different countries worldwide, inundating the populace with their slogans and products.
Brazil is always going to get there and that day is always right around the corner, Fernando Collor, ex president of Brazil on March 21, 1996 said something similar to what everyone else has been saying for decades, "In 1989 I stood at a crossroads and led Brazil into the 20th century. Today Brazil is at a new crossroads facing the 21st century - a sleeping giant with an economic potential that many have equated to the United States 70 years ago.
When the giant awakes, and it will; when it stretches; and it will; when it reaches that potential, and it will, Brazil will stand along with the United States as a world superpower as a partner in world democracy, prosperity and peace."
As with all sleeping giants, their eternal rest avoids facing harsh realities and so it is a land with great promise and many dreams. Brazil has been blessed with assets beyond conception and yet there is almost nothing to show for the billions of dollars that have been invested in its infrastructure. The National Geographic Atlas of the World, 1995 put Brazil into prospective.
Copyrighted Worldwide ©1997 Chapman Spira & Carson,