The New Optic White High Impact Toothpaste With Its Innovative Ingredient Technology Opens A Lot Of Opportunities For The Essay

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V. Situation Analysis The new Optic White High Impact White toothpaste with its innovative ingredient technology opens a lot of opportunities for the company. In the effort to prepare a strategic plan, marketing management used a SWOT analysis tool to better evaluate company’s strengths, weaknesses, opportunities and threats. This analysis is an overview of Colgate’s position in the market place. Colgate-Palmolive Company built some remarkable strengths while striving to fore fill the opportunities. By matching internal strengths and external opportunities company will yield an industry leverage. Using Corporate reputation for quality, technological leadership and long tradition in the industry, Colgate will be able to differentiate its products. The latest development of Optic White High Impact toothpaste with a 4 day express teeth whitening technology will become company’s niche. Although, company plans to extend the product line, it will also need to protect itself from arising competitors and substitute products, thus increasing bargaining power of suppliers and customers alike. “Dependence on large-format retailers like Wal-Mart (WMT), Target (TGT), and Costco (COST), which have a great deal of bargaining strength,” (Morgan, P., 2015) can work against Colgate. Infrastructural challenges, currency fluctuation, counterfeit product, and local substitute brands can potentially have a significant impact on Colgate’s global

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