Colgate Brightening Strips Final 1

David Roshan
Stephen Mazcis
Vinh Thai
Wes Ward
Alex Rivera

Contents
Contents .................................................................................................................................................... 1
Executive Summary....................................................................................................................................... 1
Introduction .................................................................................................................................................. 2
The Internal Environment ............................................................................................................................. 3
Brief History ............................................................................................................................................. 3
Current Product Lines, Brands, and Markets ............................................................................................ 4
Current Marketing Performance ............................................................................................................... 6
Colgate-Palmolive and Major Competitors .............................................................................................. 9
Organizational Resources and Capabilities............................................................................................. 11
Human Resources ............................................................................................................................... 11
Innovation & IT Infrastructure ............................................................................................................ 12
Financial.............................................................................................................................................. 12
Knowledge

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