Paper 5 - 1 MARKET STRATEGY FOR PROCTOR AND GAMBLE Course...

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1 MARKET STRATEGY FOR PROCTOR AND GAMBLE Course name: Professor’s name: University name: City, State Date of submission: Overview Proctor & Gamble is one of the largest manufacturers of household items in the United States. The company has more than 250 brands in six broad categories. These categories include
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2 paper goods, laundry and cleaning, beauty care, feminine care, food and beverages and healthcare. Some of the most renowned Proctor & Gamble brands include Head & Shoulders, Ariel, Pantene, Sunny Delight, Fabreze and Oil of Olaz. Approximately 50 percent of all P&G sales can be attributed to its top ten brands ( Patton, DeLozier & Thompson 2015 ). The Life Cycle in the Industry The study of the life cycle is used to examine the various segments of an industry rather than looking at the market in its entirety. Different sections may currently be at various stages of the industry life cycle and, therefore, require different strategies. P&G is over 165 years old and receives recognition as a leader in the creation, distribution as well as marketing of products in around fifty categories ranging from toilet products to toothpaste. P&G owns nearly 300 individual brands that find their way to markets in more than 160 nations. In 2007, P&G upheld its particular manufacturing ideology and concentrated on developing its human resource section, merging foundations and implementing management strategies that are forward-looking. Also, the company focuses on the solidification of its international competitiveness so as to realize future growth. P&G is committed to improving its value by pursuing innovations and building strong management platform ( Mangold & Faulds 2009 ). Analysis of the Industry Porter’s Five Forces applies in the analysis of the industry environment. The aim of using Porter’s Five Forces is to develop competitive advantages of the organization and allow it to defeat other competing businesses. James Gamble and William Proctor created P&G in 1837. The company has its roots in a little family-run soap and candle company inspired by P&G’s objectives of offering products as well as services of a high quality. The strategic analysis of P&G involves two factors, which are the industry environment as well as the general environment. The general situation includes the practical tools that result in a balance of power between the company and the environmental factors that it addresses. These environmental
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3 factors include the economic, political, technological, socio-cultural and the legal environment (PESTLE) ( Laforet 2015 ). Under political factors, P&G’s Political Action Committee is a non-partisan, voluntary committee. It is registered with the United States Federal Election Commission as well other appropriate state offices. The Commission allows the workers of P&G make voluntary financial contributions and support political candidates at the local, state and federal level who show concern for the issues crucial to the business as well as the quality of life in the places they dwell and work. The operations of the Commission remain compliant with all the laws and are
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