Russia is the country with a long history. It has the largest territory in the world and unites a large amount of people. The climate is different, but the most part of the territory has a cold and dry climate. All these particularities are reflected in the rich culture of the country.
Russia originates from the Kievan Rus. Until 1917 Russia was a monarchy named Russian Empire. During that period Russia faced several wars against Mongol-Tatars and against France, which was headed by Napoleon Bonaparte. In 1917 the October Revolution took place, resulting the appearance of the Union of Soviet Socialist Republics with planned economy. After the collapse of the USSR 15 new states appeared on the world arena, including Russian Federation. So in 1991 Russia became an independent sovereign state with market economy.
Consumer behavior can be described in the following way:
- Interaction – speech, non-friendly interaction between strangers;
- Association – social groups;
- Subsistence – own and foreign food production;
- Bisexuality – sex and reproduction;
- Territoriality – maintenance, defense and acquisition of the territories;
- Temporality – fast rhythm in the big cities;
- Learning and Acquisition – knowledge at the school and the university;
- Play – competition, humor, the laugh at oneself;
- Defense – family and friends, country;
- Exploitation – the people can adapt to environment.
Gillette Razor has the different competitors on the Russian market; they are the international companies as the local companies. The local competitors are the following companies: Aroma, Florena, Kalina, and Svoboda. There are two largest international companies in this market: Evyap and Beiersdorf. These two companies are the main competitors of Gillette Razor. But Gillette Razor operates in the more expensive segment of the market. The Russia Federation is so good for The Gillette Razors: Philippines, because the Russian market has the large purchasing capacity, the huge amount of row materials, the perspectives of the growth and the suitable location.
The Philippines is not as a good fit for Gillette Razors, because this country does not have the necessary sources of raw materials for production of the goods of this company. The country has the bad road interchange. The total GDP and the GDP per capita are low, so the Philippines has the poor population and the low purchasing capacity. In these conditions the prices of the products would be increased on account the prices of the row materials and the prices of the transportation, the demand on the products would be decreased.
Reference list
Ministry of culture of the Russia Federation. Web. http://www.mkrf.ru/en/;
Official site of Gillette Razor. Web. http://www.gillette.com/;
Official site of Gillette Razor in Russia. Web. http://www.gillette.ru/;
Wikipedia. The Free Encyclopedia. Russia. Web. http://en.wikipedia.org/wiki/Russia.
