International Marketing 1
HP Entry in South America
Class name
Name
University
Date

International Marketing 2
Introduction.
There are several things that a technology company might consider when trying to enter the Latin
American market. Some potential factors to consider could include:
Localization: It's important to ensure that your products and marketing materials are tailored to the
specific cultural and linguistic needs of the Latin American market.
Partnerships: Building relationships with local businesses, distributors, and other partners can help
your company establish a foothold in the market.
Regulations: Make sure you are familiar with the relevant laws and regulations in the countries
where you are looking to do business, (Tien, 2020).
Competition: It's important to understand the competitive landscape and identify any potential
barriers to entry in the Latin American market.
Marketing: Developing a targeted marketing strategy that takes into account the unique
characteristics of the Latin American market can be critical to your success.
Customer service: Providing high-quality customer service can be particularly important in the
Latin American market, where personal relationships and trust are often valued highly.
International market penetration is important for a number of reasons. Some of the key benefits of
expanding into new international markets include:
Increased revenue: Expanding into new markets can help a company to increase its revenue by
tapping into new customer bases and selling its products or services to a wider audience, (Tien,
2020).
Diversification: International expansion can help a company to diversify its business, reducing its
reliance on any single market or customer base. This can help to mitigate risk and provide stability
in the face of economic downturns or other challenges, (Meyer, & Tran, 2006).
Brand recognition: Expanding into new international markets can help a company to increase
brand recognition and awareness, which can lead to increased sales and customer loyalty.
Access to new talent: Expanding into new international markets can also provide a company with
access to new pools of talent and expertise, which can help to drive innovation and growth.
Increased competitiveness: By expanding into new international markets, a company can increase
its competitiveness by gaining a larger share of the global market and access to new technologies
and resources.

International Marketing 3
Overall, international market penetration is important for companies seeking to grow and thrive in
today's global economy. By carefully assessing the strengths and weaknesses of potential markets
and developing a comprehensive expansion strategy, companies can capitalize on the many
opportunities that international expansion has to offer.
Current issue affecting international market penetration.
There are several current issues that are affecting the international market penetration of
technological companies.
One issue is the increasing competition in the global market. With the rise of emerging economies,
such as China and India, there are more and more companies entering the market and offering
similar products and services. This can make it difficult for established technological companies
to maintain their market share and continue to grow.
Another issue is the increasing need for companies to adapt to different cultural and regulatory
environments in different countries. This can be a challenge for technological companies, as they
may need to modify their products and marketing strategies to appeal to different audiences.
In addition, technological companies are facing increasing pressure to address concerns over data
privacy and security. With the increasing reliance on technology and the internet, there are more
opportunities for hackers and cyber criminals to access sensitive data. This has led to stricter
regulations and the need for companies to implement stronger security measures to protect their
customers' data, (Kwilinski, & Kuzior, 2020).
Finally, there is the issue of changing consumer preferences and the constant need for
technological companies to innovate and stay ahead of the curve. With the rapid pace of
technological advancement, companies need to continuously develop new and improved products
to meet the changing needs and wants of consumers.
Overall, these issues are significant challenges that technological companies must navigate in order
to succeed in the international market.
Argentina market penetration
The technology market in Argentina has attracted a significant amount of interest from
international firms in recent years. There are several reasons why these companies have been eager
to enter this market:
Market size: Argentina has a large and growing population, with a high demand for technology
products and services.

International Marketing 4
Economic growth: The Argentine economy has been expanding rapidly in recent years, which has
created a favorable environment for international companies looking to enter the market.
Skilled workforce: Argentina has a well-educated population, with many people trained in
engineering, computer science, and other technical fields, (Alassi et al, 2019). This makes it an
attractive location for companies looking to hire highly skilled workers.
Government support: The Argentine government has been supportive of foreign investment in the
technology sector, which has encouraged international companies to enter the market.
However, there are also several challenges that international firms face when trying to enter the
Argentine technology market. These include:
Competition: There are already many local and international companies operating in the Argentine
market, which can make it difficult for new entrants to gain a foothold.
Regulations: There are a number of laws and regulations that companies must comply with when
doing business in Argentina, which can be complex and time-consuming to navigate.
Infrastructure: Argentina's infrastructure is not always up to the standards of other countries, which
can make it difficult for companies to transport goods and services efficiently, (Kahn, 2018).
Economic instability: Argentina has a history of economic instability, which can make it difficult
for companies to plan for the long term. Generally, while there are certainly opportunities for
international firms to succeed in the Argentina technology market, they will need to carefully
consider these challenges and develop strategies to overcome them.
Colombia international market penetration.
HP (Hewlett-Packard) is a technology company that produces a wide range of products, including
personal computers, printers, and imaging equipment. In order to penetrate the Colombian
technology market, HP will need to consider a number of factors, including the competition,
consumer demand, and the overall business environment in Colombia.
One of the key strategies that HP could use to enter the Colombian market is to focus on
partnerships and collaborations with local businesses and organizations. By working with these
local partners, HP could gain valuable insights into the needs and preferences of Colombian
consumers, as well as access to distribution channels and other resources. HP could also consider
sponsoring events or sponsoring local sports teams in order to increase brand awareness and reach
potential customers in Colombia, (Zhu, & Wang, 2018).

International Marketing 5
Another important factor for HP to consider is the competitive landscape in the Colombian
technology market. There are likely to be a number of other international and domestic companies
operating in the market, so HP will need to differentiate itself in order to stand out. This could
involve offering unique or innovative products and services, or tailoring its marketing efforts to
meet the specific needs of Colombian consumers.
In addition to these strategies, HP will also need to consider the regulatory environment in
Colombia. This could include issues related to intellectual property, taxes, and other legal matters.
It will be important for HP to ensure that it is in compliance with all relevant laws and regulations
in order to operate successfully in the Colombian market.
Overall, penetrating the Colombian technology market will require a combination of partnerships,
innovative products and marketing, and a thorough understanding of the local business
environment, (Nunez‐Picado, Martinus, & Sigler, 2022). By carefully planning and executing its
entry into the market, HP can position itself as a major player in the Colombian technology
industry.
Summary.
Expanding into either the Argentine or Colombian market can present a number of opportunities
for HP (Hewlett-Packard) to increase its market share and reach new customers. However, it will
be important for the company to carefully consider the unique characteristics and challenges of
each market in order to make the best decision.
One factor to consider is the overall size and growth potential of each market. While both
Argentina and Colombia have large populations and are considered to be emerging markets with
significant potential for economic growth, they differ in terms of their overall size and economic
indicators. For example, Argentina has a larger population and a higher GDP per capita than
Colombia, which could make it a more attractive market for HP. On the other hand, Colombia has
a more stable political and economic environment, which could make it a safer and more
predictable market for expansion.
Another important factor is the competitive landscape in each market. HP will need to assess the
strength of its competitors in Argentina and Colombia, as well as the overall level of saturation in
each market. This will help the company to determine the potential for growth and the resources
that will be required to achieve it.

International Marketing 6
In addition to these factors, HP will also need to consider the local business environment in each
market, including issues related to regulation, infrastructure, and cultural differences. For example,
Argentina and Colombia have different tax systems, labor laws, and business customs, which could
impact the way that HP operates in each market.
Overall, expanding into either the Argentine or Colombian market presents a number of
opportunities and challenges for HP. By carefully analyzing each market and considering its
unique characteristics, the company can make an informed decision about which market is the best
fit for its expansion plans.
Recommendation.
Considering the above analysis, it will be better for the company to invest in Colombia as
compared to Argentina. There are more benefits in investing in Colombia. All the factors favor the
country apart from the laws in Colombia (regulatory environment). It’s better to work in an
environment that has clear happenings in the horizon than fight for a bigger market whose future
is not guaranteed.

International Marketing 7
References.
Alassi, A., Bañales, S., Ellabban, O., Adam, G., & MacIver, C. (2019). HVDC transmission:
Technology review, market trends and future outlook. Renewable and Sustainable Energy
Reviews, 112, 530-554.
Meyer, K. E., & Tran, Y. T. T. (2006). Market penetration and acquisition strategies for emerging
economies. Long Range Planning, 39(2), 177-197.
Tien, N. H. (2020). Analysis of Lotte’s market penetration strategy in Vietnam FMCG
Industry. International journal of educational research and studies, 2(2), 20-23.
Kahn, K. B. (2018). Understanding innovation. Business Horizons, 61(3), 453-460.
Zhu, Y., & Wang, L. (2018). Newspaper portrayal of Chinese outward foreign direct investment
in Latin American newspapers: A content analysis. International Communication Gazette, 80(5),
426-451.
Nunez‐Picado, A., Martinus, K., & Sigler, T. (2022). Globalisation strategies and roles among
Australian junior mining firms in Latin America. Geographical Research, 60(1), 179-195.
Kwilinski, A., & Kuzior, A. (2020). Cognitive technologies in the management and formation of
directions of the priority development of industrial enterprises. Management Systems in
Production Engineering.