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Chapter 12 Closing Case Question1

Chapter 12 Closing Case Question1 - was an excellent...

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Procter & Gamble maker of many products such as Ivory Soap, Top Job, Pampers Diapers and may others began its an international strategy in 1915. An international strategy is the taking products first produced for their domestic market and in turn selling them internationally with only minimal customizations (Hill, 2007, p. 430). This is exactly what Procter & Gamble did up until the 1980s they mad products in their headquarters in Cincinnati and then they were produced abroad in their subsidiaries and in many cases the product was customized in terms of packaging, name, and marketing message for their particular market (Hill, 2007, p. 433). P&G expanded slowly and put its strategy into high gear in the 1950s moving into European and later Asian markets. This
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Unformatted text preview: was an excellent strategy for P&G because their products served a universal need the world over and thus merely due to different international tastes the product was modified without changing the essentials of the product itself. This was the ideal strategy in the past since there were heavier trade barriers and each country was a separate market. However, as global barriers began to decrease in the 1980s and enterprises were expanding internationally at an increasing rate. Thus, Procter & Gambles strategy was no longer optimal for maximization of profits and P&G began to loose their market share. Hill, C.W. (2007). International Business. New York, NY: McGraw-Hill/Irwin...
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