Strategic Audit
B. Political 1. Major Political Trends Over the past two decade, Argentina’s government and political system has flourish. They once were a country oppressed by military rule and now they are one of the most successful democracies in the world. With Argentina’s improvements, Budweiser should be able to market its brand of beer more aggressively. Each year, Argentina’s system becomes more and more safe. Thus risk is low, especially compared to the risk of other South American countries. Television and radio is widely used. Almost two-thirds of the total population has a television in their household and that number is rapidly growing. With this in mind commercials would be a good way to market our product. Many marketing plans and techniques that are used in the U.S. are practical to an also use in Argentina. As I mentioned above, television commercials would be a very popular marketing tool to use. As people know in the past, Budweiser has clever commercials that introduced the Budweiser frogs, weasels, and developed the famous wassup line. Commercials like these should attract people’s attentions in Argentina just like they have in the U.S. There are also plans that work in the U.S. but would not work in Argentina. Even though Argentina could hold a significant amount of power in the future, they are still far away from being an elite nation and have much to improve over the long run. The average income is only $8,000 per year (U.S. dollars). So there are many things in which Argentines can not purchase but Americans can. An example of this is internet access via a computer. An article in Business Journal said that about 58% of the American adult population has internet access. Budweiser uses the internet for a variety of promotions and interactive activities. Such examples of these are that you can create your own audio song mixes, a gift shop, music downloads, and etc. Instead of promoting a web site Budweiser could put more advertising in newspapers and magazines to reach a larger sector of the Argentine population. 2. Government Structure, Organization & Operation Argentina is a republic government. The government consists of a sturdy executive branch, a bicameral legislature, and a judiciary.