Countries that have never consumed could become the biggest markets in this changing world...as seismic shifts occur in economies and cultures, game plans may have to be revised.
No End in Sight
Today, the countries with the largest net sales of Conair products are the United States, Canada, the United Kingdom and France. The company currently sells products in more than 100 foreign countries. In 2008, 69% of sales were domestic and 31% were international. What lies ahead for Conair? The rest of the world! Lee Rizzuto has been looking forward since 1959. The technology-driven flat world that Thomas Friedman wrote about in 2005 is already creating a middle class in some of the most densely populated countries on the planet. These changing economies, in some of the world’s major population centers like India, China, Brazil and the Middle East, have the potential to generate the greatest consumer markets in history. Conair’s heritage is professional haircare, but it is also one of the largest and most diversified consumer products companies in the world. The potential for expanding business is enormous. The future may entail going into fewer new countries, but the volume of product Conair could sell in the largest of them, like China (population: 1.4 billion), India (population: 1.2 billion), Brazil (population: 196 million), and Russia (population: 141 million) may exceed even Lee Rizzuto’s grandest visions.