Proctor and Gamble (P&G) over its journey of about 175 years has become one of the world’s largest consumer goods Company with sales of nearly $80 billion and a net profit of about $10 billion. P&G has a presence in more than 180 countries with brands that accumulate to in excess of $25 billion.
The company has achieved success by creating high quality brand recognized products that are sold on multinational level. It enjoys one of the largest brand names in household products like Pampers, Gillette, Tide, Ariel, Downy, Pantene, Head & Shoulders, Olay, Oral-B, Crest, Dawn, Fairy and Always and segments like household care, beauty, grooming, and personal health care.
Although, P&G has world renowned brands, P&G needs to adopt strategies that enable it to maintain its competitive advantage over its rival. Consumer Goods industry where P&G operates has matured reaching the consolidation stage and competition amongst rivals is intense.
P&G has many strategic options create competitive advantage over its rivals such as further market penetrations by rebranding its current line of products and selling them at a lower price. Another option for P&G is to expand in the emerging markets by collaboration or alliances with local businesses in various geographical regions. Lastly, P&G can specialize in skin care/beauty segment of consumer industry. P&G can provide consumers with products that are made with natural ingredients as trend in health and wellness is growing along with providing specialized products for men.
P&G is a part of a competitive industry, and as such faces very stiff and fierce competition from its rivals. The competition faced by the company is virtually on every front like, market share, product line up, innovation of new products, R&D for new and existing products. It has witnessed a drop in market share and revenue from the developed market and but sustained appreciable performance in the developing markets.
This report provides a thorough internal as well as external analysis of P&G, identifies its mandate, along with certain strategies that would help it increase its profitability, profit growth and sustain its competitive advantage in both developed and developing markets. The limitations of this report are due to the fact that it primarily relies on the information and facts as presented in Case 27, Proctor & Gamble: The Beauty/Feminine Care Segment of the Consumer Goods Industry. External references were also used and information was sought from the Proctor & Gamble Company 2012 Annual Report and the Proctor & Gamble website.
Procter & Gamble was founded in 1837, by William Procter and James Gamble, who laid the foundation of P&G by initially making and selling soap and candles. By 1879, founders of P&G developed Ivory soap and established their own laboratory, and by 1935 the company established another factory in the Philippines after its acquisition of the British soap manufacturer, Thomas Hedley & Sons. In January 2005, P&G announced an acquisition of Gillette, forming the largest consumer goods company and placing Unilever into second place. At present, Procter & Gamble sells more than 300 leading brands, such as Pampers, Tide, Pringles, Ariel, Downy, Pantene, Head & Shoulders, Olay, Cover Girl, Pantene, Crest, Duracell, Secret, Folgers, Hugo Boss, Mr. Clean, Oral-B, Old Spice, Clairol and Zest. The company markets its products through mass merchandisers, grocery stores, membership club stores, drug stores, high-frequency stores, department stores, perfumeries, pharmacies, salons, and e-commerce. It markets its products to over 160 countries, and operates a total of 115 plants in more than 80 countries all over the world. Procter & Gamble’s headquarters are located in Cincinnati, Ohio and it employs more than 98,000 employees worldwide....
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