Colgate traditionally has had a strong presence overseas. The company has operations in Australia, Latin America, Canada, France, and Germany. International sales presently represent one-half of...

Colgate traditionally has had a strong presence overseas. The company has operations in Australia, Latin America, Canada, France, and Germany. International sales presently represent one-half of Colgate’s total revenue. In the past, Colgate always made a detailed analysis of each international market for demand. For instance, its entry into South America required an analysis of the type of product that would be most successful based on the dental hygiene needs of South American consumers. Because of this commitment to local cultural differences, the company has the number-one brand of toothpaste worldwide, Total.