This project is based on P&G.. We have restricted the study to the company’s operations in china. China is the largest emerging commodity market in the world;
We effort to apply marketing concepts such as internal and external’s macro & micro environmental factors, SWOT Analysis, Product Line Cycle, Five Forces and Marketing Mix etc to P&G with china, so as to understand these concepts and strategies better when applied to a real life scenario.
Marketing environment includes many factors that can affect the relationship between customers and our P&G marketing department. The marketing environment can provide both opportunities and threats. China with their Head&Shoulds Hair care product. This was the Company’s first operation in the largest consumer market in the world and achieves success.
P&G Global Operations
← Company’s background
The name P&G combines William Procter with James Gamble——Procter & Gamble. On April 12, 1837, they started producing and selling their soap and candles. On August 22, they formalized their business relationship by pledging $3,596.47 a piece. The formal partnership agreement is signed on October 31, 1837 what began in 1850 as a small, family-operated Soap and Candle Company now provides personal care of superior quality and value to consumers in 140 countries. Since 2000, the P&G president and chief executive A.G. Lafley leads community consists of nearly 98,000 people working in almost 80 countries worldwide.
← P&G In Chinese Market
China is the largest emerging commodity market in the world; Procter & Gamble has realized the tremendous market potential for its products. Retail outlets in China are very small, sell only a couple of units in a month and make their own decisions regarding the assortment of brands to sell. P&G has used street maps of Chinese cities to pinpoint the location of the retail stores, and sent locally hired ‘ground troops’ to sell and service each outlet. P&G has customized its hair care products to suit Chinese customer’s needs and wants. Dandruff had been a big problem that few Chinese shampoos had solved. P&G entered the market with Head & Shoulders-anti dandruff formula, followed by Rejoice-cool feeling (Pert in the US) and Pantene-more protect your hair, each of which had an anti dandruff formula, Those three kind of shampoo have grabbed over 50% of the market in China’s major cities.
Marketing environment includes many factors that can affect the relationship between customers and our P&G marketing department. The marketing environment can provide both opportunities and threats. One successful company as P&G knows how to observe the internal & external marketing and keep changing at right time
Internal Analysis of P&G
The internal analysis is related with our P&G Company, it is including the company itself, suppliers, marketing intermediaries, customers, competitors and public. We will use detailed information to analyze internal environment of P&G. |Internal Area | Resource/Competence |Evaluation | |Human |Top Scientists Recruit |Strength | |Resource |Job seeker Apply Online |Strength | | |Employee training /reward system |Strength | | |Lack Management Talents-CM |Weakness | |Financial |Positive Cash Flow |Strength | |Resource |Benefit form Sales |Strength | |...