Carioca renacido.
Position | Stuart Cross, futbolista - TT: Reborn carioca. - TA: Stuart Cross, soccer player - Entrevista |
Stuart cross se mudo a latinoamérica hace tres años cuando lo nombraron presidente de la división centroamericana y caribeña de Coca-Cola. Al año y medio tuvo que mudarse de nuevo con su esposa y sus trillizos, esta vez a Brasil el tercer mercado más importante de Coke, después de Estados Unidos y México.
Cross nació en St. Louis, Missouri, pero ya está como pez en el agua en Brasil. Desde que se hizo cargo del puesto, el veterano de Coke ha capeado una devaluación, una crisis económica y una fuerte competencia. ¿Su arma secreta? El mercadeo. Matthew Estévez, reportero de LATIN TRADE, habla con Cross, de 49 años, sobre su presupuesto de mercadeo de US$1.000 millones para 2001 y la vida en Brasil.
¿Cómo gastará los US$1.000 millones?
En lo fundamental es una inversión para hacer crecer la demanda de nuestras marcas. Se dedicará a iniciativas como publicidad, promociones y patrocinios, y nuestro patrocinio más preciado es el del equipo nacional de fútbol de Brasil.
¿Le gusta el fútbol?
En realidad yo era un apasionado del béisbol, hasta que aprendí el fútbol, y me di cuenta que un juego de 1-0 puede ser excelente.
Parece que Ud. se está volviendo muy brasileño...
Me encanta el país. La gente es muy amable y amistosa. Valoran mucho la familia y los amigos, y trabajan para vivir, no viven para trabajar.
¿Es muy diferente que dirigir un negocio en Estados Unidos?
Es como volver a comenzar. Me siento como un niño en una juguetería. He tenido que olvidarme de mucho de lo que había aprendido. Hay personas que han estado haciendo negocios aquí 40 años y me dicen que si creo que lo sé todo, nada más tengo que esperar a mañana, porque algo cambiará.
¿Como la devaluación de 1999?
Vimos la devaluación como una oportunidad estratégica para continuar nuestra inversión en mercadeo mientras muchos de nuestros competidores reducían o eliminaban los suyos. Pudimos reducir los precios, de manera que nuestros productos eran más accesibles, y continuamos trabajando [en el terna de los...
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