Running head: LAUNDRY DETERGENT
October 9, 2011
Jessica L. Kelley
Principals of Marketing
American Continental University
From my research and what I have learned, there are three marketing environment forces that will impact laundry detergent. The paper describes each and analyzes why and how it will impact laundry detergent. It also goes over the strategies to overcome the threats.
The marketing environment is what surrounds and what impacts an organization the most. It is the forces outside of the marketing of a product that affects the ability of management to build and maintain a relationship with the customers they are targeting. They are broke down into two sub categories which are macro environment and microenvironment. When looking at the marketing environment forces that impact laundry detergent we see advertisement, technology, and competitive landscape. Laundry detergent makes up thirty five percent of the revenue of the industry of soaps and other detergent manufacturing. It comes in two different forms which is powder or liquid form. Detergent can also contain additives from bleach or color brighteners. There are six hundred and fifty companies that are in the manufacturing of soaps and detergents. The incomes from them all combined are around twenty seven billion dollars. The industry is highly concentrated with the top companies in the industry making around ninety percent of revenue. The industry is split up between consumer and commercial segments. Both have high competitive landscapes and the spend millions just to keep the market share. With the growth of the population and also the economic growth drives the demand of the industry. The individual company in the industry profitability completely depends on the efficiency of the operation and the effective sales and marketing. The...
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