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Essay / Research Paper Abstract
This 12 page paper looks at the multinational form Proctor and Gamble, examining their positioning strategy, looks at internal operational issues, such as communication, decision making, performance assessment and ethical dilemmas. The bibliography cites 14 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEproctor1.rtf
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Unformatted sample text from the term paper:
Discipline 9 4.4 Performance Assessment 11 4.5 Ethical Dilemmas 12 5. Value and Growth Assessment 14 References 15 1. Introduction Proctor and Gamble is a multinational firm based in the US,
this Fortune 500 company has a head office is Cincinnati, Ohio, in the US is it the fifth largest company when measured in capitalization, and in 2010 the firm was
rated sixth in Fortune Magazines Most Admired Companies list (Fortune, 2010). The firm is active in a number of different markets which are divided into three main product areas;
beauty and grooming, health and wellbeing and household care. Within these product segments the organization operates in a global market both local and global brands. 2. Positioning of the Firm
The positioning of the firm reflects these broad international interests, with a large number of dominant brands. The household care division accounts
for 48% of the companies sales (worth $37.3 billion in 2009) and includes brands such as Bounty, Charmin, Pampers, Duracell, Ariel, Downy and Tide. Beauty and grooming accounts for 34%
of the sales (worth $26.3 billion in 2009), including brands such as Wella, Pantene, Head and Shoulders, Gillette, Braun, Fusion and Olay (P&G, 2010). The third division is the health
and well being which includes snacks and pet foods, this division accounts for 18% of the revenues (worth $14.4 billion in 2009), includes brand such as Pringles, Always, Crest, Oral
B, and Iams (P&G, 2010). Within each of the division many of the brands are billion dollar brand with market leaders and a positioning strategy that demonstrates a strategic
approach to the market appealing to different segments of the markets with various brands. The strategy is to create different brands, each with their own string images, which are independent,
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