Protecter & Gamble - Strategic Marketing Plan
Essay by Cindy Cho • October 19, 2017 • Research Paper • 10,303 Words (42 Pages) • 1,189 Views
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Strategic Marketing Management
Strategic Marketing Plan
Procter & Gamble
Fabric & Home Care
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Done by:
Rohit (c3175621)
Htain Lin (c3158261)
Khin Myanmar Zaw (C3156898)
Nguyen Ngoc Quyuh Nhi (c3169760)
Executive Summary
The paper is going to examine the strategic marketing of Procter & Gamble in the market place. In deep, this paper will look into a specific SBU of the firm, which is the home care and fabric segment as P&G has been a principal innovator and the leader of home care industry in the United State. In 2013, the home care and fabric care hold 32% of the business based on its net sales. There is an on going growth in the segment and increase in its revenue. The paper is going to analyze external factor that affect P&G performances through PESTEL analysis and the company’s competitive strategies. P&G is recognized as an innovator yet the company is going through its product development strategy due to changes in consumers’ trend toward purchasing lower price products. Followed by the internal analysis the concept of value chain in later part in order to identify what steps needed for furthur improvement and to gain competitive advatage within the industry. The model of SWOT analysis will also be discussed so that P&G would be able to evaluate its strengths and weaknesses as well as opportunities and threats, so that the company can have suitable strategies implemented for its position in the market.
In later part of the paper, it is going to deliberate the objectives to achieve of P&G home care and fabric care through the balance scorecard. P&G is also introducing its product to a new target market to Asia, especially India and China due to the growth in population, income level as well as changing in living standard in this two industrialized countries.
P&G is currently doing well on its business, however, due to the changing in consumers’ trend and the threats of competitors in the industry. Therefore, the company should have further consideration for action plans and contingency plan for the issue imposed on the company. The strategy of market development and the use of best-cost provider will help P&G to offer lower price product but still keep onto its competitive advantage of differentiation. However, in this implementation plan, it is critical to consider and improve on the internal process of inbound and outbound logistic in order to carry out the best practice of this strategic plan.
Content Page
S/N Subject Page
1.0 Introduction 5[pic 4]
2.0 Situational Analysis
2.1 External Analysis
2.1.1 Political/ Legal 5[pic 5]
2.1.2 Economic 6[pic 6]
2.1.3 Social 6[pic 7]
2.1.4 Technological 7 [pic 8]
2.1.5 Environmental 7[pic 9]
2.1.6 Porter’s five forces 8-9[pic 10]
2.2 Internal Analysis
2.2.1 Value chain 10-13 [pic 11]
2.2.2 SWOT 14-15[pic 12]
2.2.3 Sustainable Competitive Advantage 16[pic 13]
2.2.4 Key Issues 16[pic 14]
2.3 Current Performance 17[pic 15]
3.0 Current Strategy
3.1 Product Differentiation 17-18[pic 16]
3.2 Product Development 18[pic 17]
4.0 Objectives 19[pic 18]
4.1 Action Plan
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