Poctor Gamle

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Midterm: Procter & Gamble Company By Petrisse Mason ------------------------------------------------- Course Name: Marketing in a Flatworld ------------------------------------------------- Course Number: GMT 725 ------------------------------------------------- Master of Business Administration in General Management School for Business Metropolitan College of New York New York, NY ------------------------------------------------- Professor: Dr. Richard Monahan ------------------------------------------------- March 22nd, 2015 ------------------------------------------------- Spring 2015 Term Executive Summary William Procter, emigrating from England, established himself as a candle maker in Cincinnati,…show more content…
The segment generated 25% of P&G's 2014 revenues (Hoovers, 2015). Although Procter & Gamble is a successful corporation they still face challenges which can negatively impact their business. One of the challenges that P&G faces is that as the market leader, consumers pay closer attention to the company; as such, mistakes committed by the company would usually gain more negative publicity (Alaric, 2014). The size of P&G means that mistakes are magnified and exposed to be larger than may need to be. Another challenge that P&G faces is that, they use a multi-brand strategy, creating new brand names in existing product categories. This allows P&G to dominate a reseller’s shelf space with multi-brands. However, with this multi-brand strategy, one brand could easily affect another through association. A scandal relating to another P&G brand could negatively affect the customer relationships built by another brand with a customer. This is potentially disastrous, because if one or more of P&G’s brands erode significantly, their financial status and market positioning will be adversely affected. (Kuhn, 2012). Another challenge that P&G faces is that P&G’s major brands are in the fast-moving consumer goods and the markets these products are in are characterized by frequent sales per consumer, low margins and low brand loyalty (Hoovers, 2015). These markets are relatively stable

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