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Protecter & Gamble - Strategic Marketing Plan

Essay by   •  October 19, 2017  •  Research Paper  •  10,303 Words (42 Pages)  •  1,038 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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