20 THE CUBA REVIEW 



Purchasing Power of Cuba. 



That there will be active competition in practically all branches of Cuban trade 

 may be taken for granted. The proceeds of an enormous sugar crop all but certain 

 from year to year, together with that of tobacco, minerals, fruit, and other products, 

 give to Cuba relatively large purchasing power, and the considerable wealth centered 

 in Habana and other cities is reflected in splendid residences, handsome stores, 

 elaborate entertainments, expensive clothing and ornaments, costly automobiles, and 

 in many other ways. These conditions prior to the war invited active efforts on the 

 part of all the more important trading nations to take a part in this valuable and 

 increasing trade. That these efforts will be resumed there is probably no question. 



It can therefore be taken for granted that this trade will not be controlled by the 

 mere question of the country of origin alone. Statistics of the world's trade before 

 the war tend to show that this question has rarely been a controlling one, except in 

 the case of a few products closely associated with certain countries, as some well- 

 known laces and embroideries, marbles, mosaics, wines, etc. In a recent trade journal 

 survey of a great industry prior to the war showed striking disregard of geographical 

 lines, price and quality are emphasized as the two decisive factors. 



Competition to be Met. 



The nearness of the United States to Cuba; the excellent means of communica- 

 tion and of shipments; certain preferences in the tariffs; the historical connection 

 between the two Republics; the many Americans living on the island; the attendance 

 upon American schools by many Cuban pupils of both sexes; the constant travel be- 

 tween the island and the United States for purposes of business and recreation — these 

 and other facts will aid the United States in securing its share of Cuba's trade, but 

 these facts alone will not be conclusive. It will be a serious error on the part of 

 American manufacturers and merchants to assume that Cuba's trade will not be 

 vigorously sought after by every nation in the field. Should the American manu- 

 facturer be content merely to put his Cuban business into the hands of a we-export- 

 everything-to-every-part-of-the-earth company or rely wholly on a catalogue or other 

 printed matter, or sell for cash in advance, or disregard climatic or other fundamental 

 questions of color and taste among a prosperous people living in a tropical climate, 

 results will be likely to prove unsatisfactory. 



While this report was in course of preparation the writer was shown new samples 

 of attractive cotton cloth just received from three different countries. A very large 

 line of new samples of European cloth for men's wear were shown, and it was said 

 shipments are promised within two weeks after orders are received. A Habana tailor 

 catering to American trade claims to use only European cloth. Another says prac- 

 tically all the cloth now on his shelves is American, but that before the war he car- 

 ried chiefly European goods. He professes to be uncertain as to future purchases. 

 Much is to be heard of the cancellation of orders for many classes of merchandise on 

 account of probable changes in prices. Put into other form this doubtless means in 

 many cases that the merchant hopes to buy at lower prices when European competi- 

 tion is again established in this field. 



The Market Invites the Best Efforts of American Exporters. 



The case is not one that calls for either panic or surrender on the part of the 

 American manufacturer or trader. On the contrary it is one which for many reasons 

 is encouraging and invites his best efforts. It does not call for some new-fangled or 

 untried methods, but rather for the intelligent and intensive use of the old and uni- 

 versal methods of successful commerce. It calls for intelligent traders who will 

 study the special conditions and requirements of the market and meet these conditions 

 and requirements as far as possible. It calls for traders who on historic and other 

 grounds will not only refuse to be parties to a policy of mere exploitation but will 

 throw their influence against such policy and in favor of one that will tend to further 

 cement the cordial feeling which has manifested itself in the great American war 

 loans and in so many other ways during the trying period of war. 



