Colgate-Palmolive (NYSE: CL) is one of the world's largest Consumer Products companies by market share with commercial presence on six continents.^[1] Since its 1806 founding, Colgate has grown into a multinational corporation known for its toothpaste and oral hygiene products with a $15.3 billion in net sales and $2.0 billion in net income for FY08.^[2] As of the end of 2008, the company holds a staggering 44.8% global market share with its flagship toothpaste product line. ^[1]

Colgate's major advantages are the strength of its brand and its strong, global presence: 82% of the company's Q2 FY 2008 revenues came from outside the United States, and about 40% came from rapidly growing emerging markets (Latin America represented Colgate's single largest source of revenue in 2007).^[3] Colgate's brand strength in foreign markets allows the company to command impressive market share and high profit margins. An example of this is Colgate's leading mouthwash market share of 40% in Brazil.^[4] Colgate has been steadily expanding its operations throughout Latin America, Africa, and Asia, maintaining consistent positive sales growth in these regions. For example, in 2008 Colgate increased net sales by 17% in Latin America and by 14% in Asia and Africa. ^[5]

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